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The challenges of the Red Devils
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The challenges of the Red Devils

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"Case presented at Apestaartjaren 4.2: a platform about youth and new media" …

"Case presented at Apestaartjaren 4.2: a platform about youth and new media"

In August 2012 the Red Devils launched "The Challenges" Campaign together with communication agency Boondoggle & personality agency Bonka Circus. It's a pact between players and fans. Before every match related to the World Cup 2014 the players challenge the fans to support them in a unique way. “Color the country red”, for instance.

Social Media Consultant Kelly Wouters regularly works together with the 2 agencies behind this campaign. This presentation will clarify how social media can enable youth engagement & involvement.

Published in: Sports, Technology

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Transcript

  • 1. THE CHALLENGES OF THE RED DEVILSBy @Kel_83 a.k.a. @SoBuzzy_BE for Apestaartjaren 4.2
  • 2. The challenges: a necessity
  • 3. Team that supports players with their challenges
  • 4. Mission: recreate enthusiasm with a campaignlaunched & supported by the players
  • 5. Instead of communicate about the game,make an event of every game
  • 6. Focus on fans, instead of focus on players
  • 7. Campaign launched via Social Media
  • 8. Media choice influenced participants of campaign:initially kicked off by youth.On Sunday 16th of June the Facebook Page“Belgian Red Devils” has 103.168 fans.85% of these fans are less than 34 years old.
  • 9. Media choice influenced participants of campaign:initially kicked off by youth.
  • 10. Youth participated massively
  • 11. …and shared very creative movies and pictures…http://youtu.be/0xhF68fbD-whttps://www.youtube.com/watch?v=1YbUuC4blFQ
  • 12. …picked up by the media, and the campaign of theBelgian Red Devils was launched.
  • 13. Campaign targeted to broad audience,though many actions directed to kids & youngsters
  • 14. Mission: Create group feeling > Nice side effect:increase of interest by youth in football
  • 15. Facebook Fanpage crucial for campaign:enables dialogue between players & fanshttp://youtu.be/n4S4wPsv4_c
  • 16. Youth plays an important rolein success of this campaign• Net generation > like being creative with social media• Campaign launched during Summer Break > lots of free time• Showing & Sharing is important to them• Sport plays an important role in life of many youngsters• Most of the Red Devils themselves are also very young
  • 17. The Red Devils still have a way to go for the WorldCup 2014, but they won’t walk alone!
  • 18. More cases: www.sobuzzy.be/blog@Kel_83Tweets in Dutch about (digital) media, tv, cats & dogs, …@SoBuzzy_BETweets in English about Social Media