• Business Objective

    Promote Borussia Dortmund’s China tour to all football fans in China

  • Results

    61+ million Weibo reads

  • Our Approach

    Borussia Dortmund’s first trip to China was all about the fans. Playing fixtures in Shanghai and Shenzhen against both Manchester clubs, Borussia Dortmund made sure that they left a lasting legacy with Chinese football fans. In Shanghai, we arranged a series of player opportunities with China’s major sports media to ensure huge exposure of the tour across different channels. Our team followed the players at all of their activities, even their flight from Shanghai to Shenzhen. This meant that our fans did not miss any of the action from the 9 day tour.

    We covered the two matches live from pitch side, following the match as well as capturing content around the fans and the mascot interaction. As the only club that went to applaud their fans at the end of the match, we ensured that this was promoted across all digital channels.

    Ahead of the tour, we launched the BVB WeChat account to cover daily updates with exclusive content. For the open training in Shanghai, we launched a ticket rush where fans were able to win one of 30 tickets if they showed us the WeChat message. During the tour, BVB also launched their online store with a series of online promotions to drive sales.