As the record Bundesliga champions FC Bayern Munich celebrates its 120th anniversary
Wir sind die Roten. Wir sind der #FCBayern München.#MiaSanMia#FCBayern120 pic.twitter.com/JjeULqaZka
— FC Bayern München (@FCBayern) February 27, 2020
it invited fans to vote for the most emotional moment in the club’s history through a campaign run in harness with new partner Google through its search and vote services in what is the US tech company’s first-ever voting campaign with a football club.
The fan engagement and participation project was primarily promoted through digital/social video via a hero spot which comes in a three-minute
and one-minute versions.
The content drives fans to a bespoke web platform (at https://fcbayern.com/en/fans/sweepstakes/120-years-fc-bayern) where supporters are invited to vote for your most emotional moment in 120 years of FC Bayern club history.
“Dear FC Bayern fans,
120 years of FC Bayern – that’s 120 years full of triumphs, emotion and passion.
On the occasion of the club’s 120th anniversary on 27 February, fcbayern.com looks back on significant moments in the history of the German record champions and searching for the most emotional moment in our club history!
A total of eight historical moments are available for selection:
1932: The first Championship
1967: Bulle’s Lob
1974: Katsche’s crucial Thunderbolt
1999: The mother of all defeats
2001: The last-gasp title in Hamburg
2001: Kahn and Bayern
2012: Downed at home
2013: Arjen wrapped it up”
Fans were able to cast votes on Google simply by searching for ‘FC Bayern Voting’ on Google (https://www.google.com/search?q=fc%20bayern%20voting) or on FCBayern.com (https://fcbayern.com/en/fans/sweepstakes/120-years-fc-bayern-voting?shortURL=zSdMU)
The voting process runs up until 31 March 2020!
“As a leading technology brand, Google is constantly innovating and creating new products for an ever-changing market, similar to the deep-rooted values of FC Bayern,” said FC Bayern Munich’s President of the Americas Rudolf Vidal.
“We are pleased to kick-off this unique alliance during our 120th anniversary year and look forward to exciting collaborations in the future. As a leading technology brand, Google is constantly innovating and creating new products for an ever-changing market, similar to the deep-rooted values of FC Bayern,” he added.
Comment:
Neither the time terms of the partnership value was made public, but Bayern did say that there would be more collaboration in the future on top of the voting tech initiative.
The team’s sponsorship with the global technology giant was announced and launched with this initiative in Germany, but the plan is to expand into additional territories in the future and to leverage the internet service company’s offering range from search, B2B and online advertising, to video, cloud computing, software and hardware offerings.
While the alliance was announced from Bayern’s Munich headquarters, reports suggest that it resulted from the brand-building work the club has carried out with US-based companies from its New York office which was set up in 2014.
This isn’t Google first foray into the soccer space.
Amongst its more notable recent football initiatives was its ‘Offside Museum’ Women’s World Cup 2019 project in Brazil (see case study), while one of our favourite soccer campaigns using Google was Paris club Red Star FC’s inventive ‘Our Shirt, Our Hood’ 2019 kit launch campaign which took place with everyday fans on the streets immediately around its home stadium through a Look Book in Google Street View (see case study).
Links:
FC Bayern
https://www.youtube.com/user/fcbayern
https://www.instagram.com/fcbayern/
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