Why create content if you can generate relevant content from the target group? A microsite was the frame for all activities and for the communication of participants and fans. It directly integrated and accumulated social media networks such as YouTube, Sevenload, Twitter and Facebook. The news coverage on the site was created by videos, images and texts, made by teams and fans themselves, shown in real time! This has been technically and conceptionally unique and unprecedented up to now.

The microsite exceeded all expectations. Within 17 days over 190,000 users visited the website spending an average duration of 11 minutes online. 20,000 fans registered on the site and supported the teams with 70 blog posts, 212 tweets, 30 videos and 258 images on average each day. Facebook alone was integrated with 156 groups on the site. All in all, there were over 4 million page views in the promotion period.