Social and Influencer > Social
WE ARE SOCIAL, Milan / JUVENTUS FOOTBALL CLUB / 2015
Overview
Credits
Execution
We launched a challenge via an online video and a dedicated hashtag: can you impress "the Maestro"? The launch video was filmed during Juve’s pre-season tour and features a variety of individuals trying, but ultimately failing, to get a reaction out of the world famous Italian champion. Juventus' fans are encouraged to send in videos of their best talents with the goal to impress the Juve and Italy legend under the hashtag #PirloIsNotImpressed.
Outcome
The response of the community was immediate, fans brought into all their talent form all over the world, but the answer has always been the same: #PirloIsNotImpressed. A success that brought #PirloIsNotImpressed into everyday speak. Playing an active role in conversations not just in the foortball world. The campaign has been picked up by various press?publications including the Huffington Post, Daily Mail and ESPN FC. Some number: 25,000 contents produced with the hashtag, 3.000.000 video views (Youtube and Facebook), 219 countries involved.
Strategy
Pirlo is one of the greatest italian football player, a champion who won everything. The world goes crazy for him but he always appears unmoved, no matter what. How can this trait actively engage football fans worldwide and bring them closer to Juventus?