Opel utilizes their position as a sponsor of Feyenoord by exercising all acquired rights based on a solid strategy. Also digital.
- Social media management
- Strategy & Creation
- Digital design
- Concept & Strategy
- Android app for reading heart rates
- Data processing API
- Social media management & webcare
- Fan-base marketing
How high does the tension rise?
How exciting is a match for a Feyenoord fan’s heart? To focus attention on the partnership between Opel, Feyenoord and the Heart Foundation, 100 Feyenoord fans got a heart rate monitor at the game of the year: Feyenoord – Ajax. The ‘Heartbeat of the Legion’ was live on FOX Sports and via opel.nl/voorhetleven (for life).
Of course, this didn’t happen by itself. We developed a special Android app that made it possible to connect Bluetooth heart-rate sensors to a smartphone. Then we made the data available to the campaign site and FOX Sports from a central location and in real time. In addition to technical development, we were responsible for distributing activation through Opel and Feyenoord social media channels: before, during and after the game.
Does this activation – nominated for a Dutch Interactive Award – make your heart beat faster? Read all about it 👇🏻️
Generated media value€1.500.000
The media jumps on it!
In total, so many articles were published online, in print, national and regional media within a week, that a media value of €1.5 million was measured. This activation made it twice to the front page of the AD and the EditieNL broadcast. Also, Radio Rijnmond reporter Jan Dirk Stouten wore a heart rate monitor during The Classic game in his live radio coverage highlighting the campaign.
When we were working together, i felt like i was engaged with colleagues that i could trust instinctively!
— Caroline Schenk, (ex) Sponsor Manager Opel Netherlands
My big-game tension was definitely higher than that of the average Feyenoord supporter ;) We’d been preparing for this activation for weeks, and it was one we couldn’t pretest in its entirety. We’d got the PR before a ball had rolled. But the euphoria reached a highpoint when I saw the heart rate counter appear on the TV screen in the Opel Skybox in the FOX Sports broadcast. We’d done it!
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