case study on chinese social media: bitburger

CASE STUDY:Bitburger ‘Fan Force One’ Campaign

Building A Chinese Fanbase, Bit by BitPowered by

is an official

partner of the German

national football team

Though relatively unknown in China,

they identified the region as a

key market to build their brand

But in addition to the

language barrier

你会说中文吗?

& are blocked

making it difficult to connect with

their target Chinese fans

That’s where MAILMAN came in

6,750xincrease in online brand exposure

In just 3 weeks...

70ksocial followers

across Chinese social media

750+average number of reposts/comments

per post

Since Bitburger had little brand recognition in China, we

leveraged their partnership with the German national

team as the link to connect with the football-crazy China.

How we did it...

To participate in the “Fan Force One” campaign, fans

sent in pictures showing support for the German

national football team for the opportunity to go to the

2014 World Cup

The campaign

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The photo mechanism ensured authentic fan participation and allowed us to grow a football-loving

fan-base that engages with the brand.

We worked with leading KOLs to spread the word. The

final exposure of the main campaign was over 650,000,

with 1,000+ photos submitted.

All designs contained official Bitburger branding and

reflected their affiliation with the German national

team to ensure development of a passionate fan-base

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Daily contests with prizes ensured continued engagement, exposure, and strengthening of the link

between football and Bitburger.

Through viral contests and leveraging the

brand’s strong connection with football,

Mailman positioned Bitburger’s social media

accounts as the #1 platform for Chinese

football fans to show their support for the

German national team.

To learn more visit mailmangroup.com

or contact info@mailmangroup.com