The challenges of the Red Devils

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"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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The challenges of the Red Devils

  1. 1. THE CHALLENGES OF THE RED DEVILSBy @Kel_83 a.k.a. @SoBuzzy_BE for Apestaartjaren 4.2
  2. 2. The challenges: a necessity
  3. 3. Team that supports players with their challenges
  4. 4. Mission: recreate enthusiasm with a campaignlaunched & supported by the players
  5. 5. Instead of communicate about the game,make an event of every game
  6. 6. Focus on fans, instead of focus on players
  7. 7. Campaign launched via Social Media
  8. 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. 9. Media choice influenced participants of campaign:initially kicked off by youth.
  10. 10. Youth participated massively
  11. 11. …and shared very creative movies and pictures…http://youtu.be/0xhF68fbD-whttps://www.youtube.com/watch?v=1YbUuC4blFQ
  12. 12. …picked up by the media, and the campaign of theBelgian Red Devils was launched.
  13. 13. Campaign targeted to broad audience,though many actions directed to kids & youngsters
  14. 14. Mission: Create group feeling > Nice side effect:increase of interest by youth in football
  15. 15. Facebook Fanpage crucial for campaign:enables dialogue between players & fanshttp://youtu.be/n4S4wPsv4_c
  16. 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. 17. The Red Devils still have a way to go for the WorldCup 2014, but they won’t walk alone!
  18. 18. More cases: www.sobuzzy.be/blog@Kel_83Tweets in Dutch about (digital) media, tv, cats & dogs, …@SoBuzzy_BETweets in English about Social Media

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