OBJECTIVE

Launch a campaign to bring the Bundesliga match day experience to China.

RESULTS

Over 16 million Weibo reads

APPROACH

We launched an integrated digital campaign in partnership with Sina Sports to bring the Bundesliga match day experience to China, and then send two Chinese fans to live the experience.

Each Bundesliga club was required to create a unique video to demonstrates their stadium experience that was hosted on the Sina Sports microsite. Fans then were to vote for their favourite and publish this to Weibo through the microsite. The Bundesliga clubs online in China actively promoted the campaign with videos from first team players encouraging their fans to vote and participate. Supporters clubs were also incentivised to take part and join in the campaign, with the most active clubs, passionately inspiring their members to take part. After 7 days of voting, the top 4 clubs were announced, with a fan from each winning a signed shirt.

Following the huge exposure of phase one, the second phase began where fans had to send in a video replicating their team’s unique experience to win a trip to the Super Cup Final. Celebrity KOLs were involved with each posting a video to Weibo for their favourite team, inspiring their online communities to create their own video. Through a media spend strategy, we were able to amplify the exposure of the most popular videos, with the best two videos being selected by the celebrity KOLs and winning a trip to Germany.