The document discusses a campaign launched by Italian soccer club Juventus to strengthen their relationship with international fans. Juventus launched the #LoveJU campaign to engage fans and have them submit designs for a large stadium choreography display. Over 3000 designs were submitted and 18,500 tweets were sent using the #LoveJU hashtag. The campaign was a success, gaining international news coverage and helping Juventus win their match 3-1 according to player Giorgio Chiellini.