As the neo-Nazis set off, so did a meticulously planned digital campaign. Via the microsite, Twitter, Facebook and carefully chosen, previously informed social media influencers, we started the live coverage. Even during the march, 21,000 people visited the microsite and were able to follow what was happening in Wunsiedel in real time – thanks to the interactive map, the live ticker and the social media wall. Three hours after the neo-Nazis crossed the finishing line, another element of the campaign went online: a video for the general public.

24 million people were reached, worth a media equivalence of €1 million via national TV and print coverage alone

279 million impressions worldwide through social media

2.8 million YouTube views for the German and English versions of the video reportage

155,000 unique visitors on the microsite in just one week

21,000 visitors followed the march live on the microsite

4.7 million impressions on Facebook in one week

6,900 potential quitters clicked the EXIT button on the microsite

€10,000 in additional donations on top of the €10,000 raised by the neo-Nazis

For 15 years, the initiative EXIT-Deutschland has been successfully helping neo-Nazis quit the far-right scene. Yet, despite this socially important and effective work, the initiative lacks sufficient funds and has to fight for its own existence every year. The small German town of Wunsiedel is also fighting against right-wing extremists who are exploiting their right to demonstrate and overrunning the city. But on 15 November 2014, we surprised the neo-Nazis at their annual march in Wunsiedel and turned their demonstration into something positive: a charity walk for EXIT-Deutschland. For every metre the neo-Nazis covered, €10 went to EXIT-Deutschland (the money was collected from citizens and regional companies beforehand). Motivated by banners and bananas, the neo-Nazis went the full distance and raised €10,000 to help their own members leave the scene.