We created the German Rail fan avatar generator.

Thanks to the generator everybody could support their favourite team on social media. With their own digital twin fan.

There were 18,9 billion possibilities for combinations. And that‘s why everybody could create their perfect identical twin. Hundreds of thousands did exactly that.

We pushed the hype with celebrities on the lifestyle website bunte.de. The fans created profile pictures and animated posts, followed by comments, shares and likes. That helped us go viral.

Although the whole social media event was actually a proper sales promotion. For the Winners RailCard.

Because everybody who built an avatar, was only one click away from buying a RailCard.

The approach for the design is versatile, funny and modular to prove that German Rail stands in for diversity. Euro 2016 were all about gathering people from different nations and cultures. As a conclusion the design follows a universal language and set of objects which are easy to decode. The user can choose between different items (i.e. hairstyles, face features, accessories, etc. ) for a styrofoam-like head to create a unique social media fan avatar. The use of 3D for all illustrations creates a contemporary look to mirror the zeitgeist. Animated face expressions not only guide the user during the creation process, but also liven up the interface. Rich animations in the final generated GIF emphasise that every individual is a winner. There were 18.9 trillion possibilities for combinations.

More than 300.000 avatars were build.

185.600 Winners RailCards were sold.

Sales increased by 51% in comparison to the previous RailCard promotion.