Post on 08-May-2015
description
CASE STUDY:Bitburger ‘Fan Force One’ Campaign
Building A Chinese Fanbase, Bit by BitPowered by
is an official
partner of the German
national football team
Though relatively unknown in China,
they identified the region as a
key market to build their brand
But in addition to the
language barrier
你会说中文吗?
& are blocked
making it difficult to connect with
their target Chinese fans
That’s where MAILMAN came in
6,750xincrease in online brand exposure
In just 3 weeks...
70ksocial followers
across Chinese social media
750+average number of reposts/comments
per post
Since Bitburger had little brand recognition in China, we
leveraged their partnership with the German national
team as the link to connect with the football-crazy China.
How we did it...
To participate in the “Fan Force One” campaign, fans
sent in pictures showing support for the German
national football team for the opportunity to go to the
2014 World Cup
The campaign
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The photo mechanism ensured authentic fan participation and allowed us to grow a football-loving
fan-base that engages with the brand.
We worked with leading KOLs to spread the word. The
final exposure of the main campaign was over 650,000,
with 1,000+ photos submitted.
All designs contained official Bitburger branding and
reflected their affiliation with the German national
team to ensure development of a passionate fan-base
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Daily contests with prizes ensured continued engagement, exposure, and strengthening of the link
between football and Bitburger.
Through viral contests and leveraging the
brand’s strong connection with football,
Mailman positioned Bitburger’s social media
accounts as the #1 platform for Chinese
football fans to show their support for the
German national team.
To learn more visit mailmangroup.com
or contact info@mailmangroup.com