Interactive, multi-media online platform and banner campaignMarch 2010 / www.der-vierte-stern-fuer-deutschland.de |
Home / The German national team and their fans believe they can bring a fourth star back home.
Arena / Users choose a seat inside the virtual stand.
Arena / The stand shows all registered users and also VIP profiles.
Team / Introduction of the German national football team
Briefing:
| . | Task: Initiating an integrated campaign for Mercedes-Benz and the DFB (German Football Association) for the Football World Cup in South Africa. The online platform "Deutschland Arena" is to be at the heart of the campaign and serve as a central point-of-contact. |
| . | Aims: |
To boost brand sympathy for and the brand image of Mercedes-Benz
| . | Target group: football fans and World Cup enthusiasts |
Realisation:
| . | Using various methods (TV, banners, social media) users are directed to the online platform www.der-vierte-Stern-fuer-Deutschland.de |
| . | Users register in the interactive arena, find a virtual seat and then enter a profile |
| . | By means of user-generated content such as video/image uploads, users show their football rituals to the team |
| . | The DFB and Mercedes-Benz return the favour in the name of the team through messages, videos and a prize draw of many "money-can't-buy" prizes |
| . | The host/presenter of the site is Franz Beckenbauer, who explains to fans about the campaign and how the site works |
| . | By means of the viral Fanstyle module users can create profile images in the style of past world championship victories> |
| . | Fans' preferences (favourite players, favourite line-up, etc.) can be presented using data visualisation methods |
Design:
| . | Integrated brand communication through a unified format for all types of communication (key visual, banners, TV, social media) |
| . | Football-specific topics, such as stadium backdrops and fan impressions |
| . | Enhanced technical features for high user numbers and an efficient fast search function |
| . | Integration of Facebook Connect and also use of "tell-a-friend" functions |
Special:
| . | The core of the concept is the sense of community and belonging: Together we'll do it. We'll get the 4th star for Germany |
| . | No products or other promotional targets appear on the site |
| . | The campaign communicates in an integrated and rigorous way – everything is geared to that objective |
Project period:
October 2009 - May 2010