Sky Sport
All Football

Normally, millions of fans sit in the stadium and cheer on their team. But the 2020/21 soccer season has become a lonely experience in front of the TV in the age of Corona. Stadiums have remained closed to fans. At the same time, the fans' need for community remains. Sky Sport wants to give people the opportunity to experience their passion and emotions. How do you digitally bring clubs together with fans and attract new ones?

The Solution

We transform social distancing into social togetherness with the use of augmented reality to create 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 users 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 games, fun and in the fan curve. With the filter game you could set the highscore of headers before it falls down. Become one with your club - via face and mascot filters, fans could 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.

The Result

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 keep the target group actively engaged. This also had a positive impact on the reach of the campaign and digital networking from the analog stadium world to the digital fan community.

The Solution

We transform social distancing into social togetherness with the use of augmented reality to create 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 users 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 games, fun and in the fan curve. With the filter game you could set the highscore of headers before it falls down. Become one with your club - via face and mascot filters, fans could 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.

The Result

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 keep the target group actively engaged. This also had a positive impact on the reach of the campaign and digital networking from the analog stadium world to the digital fan community.