“Dreams come true”, a fan-engagement campaign held by the Bundesliga since March 2017, have attracted over 50,000 Chinese fans so far. The purpose of this activity is to draw some Chinese fans and make their football dreams come true. The views of the campaign’s social posts in China have reached a record-breaking 20 millions, which is by far the highest among football league’s fan-engagement online activities in China.
15 dreams were selected and 3 of them were fulfilled. The 3 dreams were: to film a video of Klaas Huntelaar and Phillip Lahm saying wishes to the fans; to get players signed club jerseys; 2 fans were even selected to go to Germany to attend Bundesliga games.
“This activity is an important part of our social media strategies in China,” stated Susanne Timosci, Director of Interactive Media of the Bundesliga. “Through this activity, we are able to understand the expectations of the Chinese fans. Thanks to the support of the Bundesliga clubs, this activity attracted many fans and triggered unprecedented highly enthusiastic responses.”