THE CHALLENGES OF THE RED DEVILS

By @Kel_83 a.k.a. @SoBuzzy_BE for Apestaartjaren 4.2

The challenges: a necessity

Team that supports players with their challenges

Mission: recreate enthusiasm with a campaign

launched & supported by the players

Instead of communicate about the game,

make an event of every game

Focus on fans, instead of focus on players

Campaign launched via Social Media

Media choice influenced participants of campaign:

initially kicked off by youth.

On Sunday 16th of June the Facebook Page

“Belgian Red Devils” has 103.168 fans.

85% of these fans are less than 34 years old.

Media choice influenced participants of campaign:

initially kicked off by youth.

Youth participated massively

…and shared very creative movies and pictures…

http://youtu.be/0xhF68fbD-w

https://www.youtube.com/watch?v=1YbUuC4blFQ

…picked up by the media, and the campaign of the

Belgian Red Devils was launched.

Campaign targeted to broad audience,

though many actions directed to kids & youngsters

Mission: Create group feeling > Nice side effect:

increase of interest by youth in football

Facebook Fanpage crucial for campaign:

enables dialogue between players & fans

http://youtu.be/n4S4wPsv4_c

Youth plays an important role

in success of this campaign

• Net generation > like being creative with social media

• Campaign launched during Summer Break > lots of free time

• Showing & Sharing is important to them

• Sport plays an important role in life of many youngsters

• Most of the Red Devils themselves are also very young

The Red Devils still have a way to go for the World

Cup 2014, but they won’t walk alone!

More cases: www.sobuzzy.be/blog

@Kel_83Tweets in Dutch about (digital) media, tv, cats & dogs, …

@SoBuzzy_BETweets in English about Social Media