Usually millions of fans sit in the stadium and cheer on their team. But the 2020/21 soccer season became a lonely experience in front of the TV due to Covid. During this period, stadiums remained closed to fans and the need for community grew. Sky Sport wanted to give people the opportunity to experience their passion and emotions. How do you digitally bring clubs together with fans and attract new ones?
With the use of augmented reality we created a holistic campaign for the Sky Sport brand, leveraging the reach of social media channels. From the initial concept to the programming and animation, we asked ourselves the question: What are the best ways to create visually appealing filters that fans, clubs, and Sky Sport will love?
For this we developed a number of features - because a game has 90 minutes and the fans should stay with it with fun and in the fan curve. With the filter game you can set the highscore of headers before it falls down. Become one with your club - via face and mascot filters, fans can pick their favorite from the 18 Bundesliga clubs, and they found themselves in their fan curve with individual design and original chants of the club. Pure emotion!
By the end of the season, more than 1 million fans had used the filters and shared them on social media channels such as Instagram and Facebook. The Sky Sport brand made strong gains in terms of followers and prospects – influencers and footballers helped to keep the target group actively engaged. This also had a positive impact on the reach of the campaign and digital networking from the analogue stadium world to the digital fan community.
With the use of augmented reality we created a holistic campaign for the Sky Sport brand, leveraging the reach of social media channels. From the initial concept to the programming and animation, we asked ourselves the question: how do we create visually sophisticated filters that fans love to use, that clubs like and that connect with Sky Sport?
For this we developed a number of features - because a game has 90 minutes and the fans should stay with it with fun and in the fan curve. With the filter game you can set the highscore of headers before it falls down. Become one with your club - via face and mascot filters, fans can pick their favorite from the 18 Bundesliga clubs, and they found themselves in their fan curve with individual design and original chants of the club. Pure emotion!
By the end of the season, more than 1 million fans had used the filters and shared them on social media channels such as Instagram and Facebook. The Sky Sport brand made strong gains in terms of followers and prospects – influencers and footballers helped to keep the target group actively engaged. This also had a positive impact on the reach of the campaign and digital networking from the analogue stadium world to the digital fan community.
