Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
6 Apr 09:00 GMT / 05:00 EST

Reimagining women’s sport…what do we need to do to change the game?

FEATURING
Tom Corbett
Group Head of Sponsorships and Media at Barclays
Eniola Aluko
Sporting Director at Aston Villa W.F.C
Gabi Mostert
Creative Director at Iris
Rebecca Stewart
Senior Reporter at The Drum

Bundesliga wins over Chinese football fans with online 'Dreams' campaign

The Bundesliga Dream campaign attracted more than 20 million social views

An online campaign by German football league Bundesliga inviting Chinese fans to submit their ultimate football dreams has attracted more than 50,000 responses.

The Bundesliga Dream campaign, which aims to bring to life 15 of the 50,000 dreams, attracted more than 20 million social views and was the most participated campaign by any football organisation in China, according to the Deutsche Fußball Liga (DFL).

The dreams were realised with personalised video messages from players Klaas-Jan Huntelaar and Philipp Lahm, signed jerseys from the clubs and two grand winners won a trip to Germany to watch a live Bundesliga match.

The campaign is part of a brand’s ongoing strategy to reach 500 million football fans in China.

Susanne Timosci, director of Interactive Media at DFL said the Dream campaign has engaged more fans with the brand than any previous activity by the brand.

“The Dream campaign is the next major step in our digital strategy in China. As with all our digital activities, we are putting the fans first, which is why we are excited to learn about their Bundesliga dreams and to see how the unparalleled Bundesliga fan experience impacts their everyday lives.”

The campaign was created by sports marketing agency Mailman.

Andrew Collins, CEO & founder of Mailman said the campaign’s “simplicity and ability to tap into Chinese fans emotions”, was the key to its success. “I haven’t seen a campaign with this level of mass participation before from a European football league or club,” said Collins.

Football is experiencing a huge growth in popularity in China as European football leagues invest heavily in marketing activity in a bid to boost awareness and engagement among China’s 1.4 billion people.

A report from earlier this year revealed The Bundesliga was the most influential league online in China, beating the Premier League, La Liga & Serie A. The Red Card 2017 report also found that Manchester United and Cristiano Ronaldo were the most influential team and player, respectively.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.