Case Study: Bundesliga Social Strategy

When the German football league, the Buundesliga, wanted to find new fans around the world, they came to Arc & Foundry’s David Granger for assistance.

The goal (!) was to provide more coverage around matches which

  • appealed to long-term fans and newcomers
  • entertained across the board
  • encouraged longer time spent on their social
  • drove tune-in to live games
  • was locally and globally relevant

The successful solution needed to be simple to understand and operate and consisted of creating different content segments before, during and after the games. From raising expectation and driving tune-in pre-match to adding context and extra information during play to rewinding and reviewing action after the final whistle, the strategy looked at audiences and their expectations to create total coverage on match day and beyond.

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