As part of the Bundesliga Dream campaign, the German football league invites Chinese fans to submit their ultimate football dreams, as part of the brand’s ongoing strategy to reach 500 million football fans in China.
- The dreams were realised with personalised video messages from players Klaas-Jan Huntelaar and Philipp Lahm, signed jerseys from the clubs and with the help of Sina Sports, the brand was able to give two lucky Chinese fans a trip to Germany to watch a live Bundesliga match.
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 Dream campaign has attracted more than 50,000 responses and over 20 million social views, making it the most participated campaign by any football organisation in China, according to the Deutsche Fußball Liga (DFL).
Source: The Drum