Create buzz around BVB’s jersey launch in China to drive sales.
2.2 million hashtag reads, 900 fan stories submitted
BVB launched the new 2018-19 home jersey in China with an event in PUMA’s flagship Shanghai store on 5th May, the same day as BVB’s last home game and the official global jersey launch in Dortmund.
BVB, Mailman and PUMA organised the event which was attended by Chinese fans from all over the country. Mailman ran a month-long online competition which included various elements. From fans submitting their ‘first jersey story’ to fans & BVB players expressing their emotions towards the black & yellow jersey to the “jersey hunter campaign”. For the latter, fans were asked to write a sign that they would hold if they got the chance to visit Signal Iduna Park and ask for their favourite player’s jersey. In total, 900 fans participated in the competition with stories and signs, of which 10 were invited to join the special launch event.
The event itself, hosted by Mailman’s master of ceremonies, Ken Wu, included female & male models showing off different looks of the jersey, BVB’s Head of China speaking to the fans, and a surprise video message from Marco Reus to the collected Chinese fans. In addition, lots of photo opportunities were created, including BVB mascot EMMA and photo backdrops, in PUMA’s completely black & yellow decorated flagship store.