Leverage the league and clubs’ digital influence to inspire football fans all over China to support the German team and join the event.
23 million hashtag reads, 2,200 participants, 56,000 total engagement
For the 2018 FIFA World Cup, we wanted to bring fans of German football together. Before the tournament, we created the mantra “Usually we are opponents, enemies and competitors. We fight against each other, for glory and never back down. But this summer, we are united, we stand and fight together – Together We Win”. From this, we established the Hashtag #在⼀一 起，德五星# (“Together, German 5th star”) and organised the special event for Bundesliga’s fans.
The “Bundesliga Fan Festival” was promoted by both the Bundesliga and its member clubs who used the owned hashtag on their channels with the same theme – Together We Win. In order to set the promotion of the event apart, we created an H5, which included special event invitations, launched advertisement boards in two major Shanghai Metro stations, continued our complete match coverage, developed media promotion and paid media strategies, and hosted online giveaways.
The response from fans was amazing and tickets to every event sold out. The initiative was covered by over 15 media platforms, including a special broadcast by major TV station Great Sports, and mentions on several news platforms such as Sina News, PP Sports, and Sportsmoney.