• Business Objective

    Leverage the farewell of BVB legend Roman Weidenfeller on a global scale and activate fans, sponsors and media.

  • Results

    Over 2 million hashtag reads, 8 partners activated, coverage from over 10 mainstream media platforms

  • Our Approach

    During his Asian farewell tour, Roman Weidenfeller visited Singapore, Thailand and China. In China, he first visited BVB’s partner club Shandong Luneng and Shandong TV. During an exclusive show, he met former Chinese national keeper Wang Dalei.

    In Shanghai, Mailman leveraged his presence by shooting a three-part mini-series for BVB’s digital channels, which was viewed over 1 million times on Weibo. He also visited the “deutsche Schule Shanghai”, where Mailman covered the signing ceremony, where an official partnership between the school and the club was formalised.

    Finally, a fan event was organised in Shanghai. Over 200 black-yellow fans attended to see the former BVB keeper and also former women’s singles badminton World Champion, Wang Yihan. 8 BVB partners and sponsors were also present at the event, leveraging the fan and media presence. The event was covered by more than 10 Chinese mainstream media.