DAZN
Hard Facts:
DAZNorakel
As late summer approaches, not only does the anticipation of the new Bundesliga season increase, but speculation also grows. Whether Bayern will win the title again, which teams will be relegated or which coach will have to resign first are always hotly debated topics. At DAZN, the sports streaming provider, these discussions are particularly lively, as the provider is broadcasting more Bundesliga matches than ever before from this season onwards. The aim was therefore to draw attention to the expanded offering in the most original and far-reaching way possible. And this is where we came into play. We were sent into the race as “matchmakers” and, together with DAZN, developed a concept that made it possible to offer the most exciting and humorous predictions for the new season a broad public platform. Our #SocialMural project found its place in the middle of Berlin on a 375 square meter wall.
The mural, which was designed in an illustrative style as a fortune-telling card game with the faces of soccer superstars Max Kruse, Kevin Prince Boateng, Erling Haaland and Robert Lewandowski, provided the perfect setting for the #DAZNoracle. Through daily interaction with DAZN's huge online community via Instagram and Twitter, fans were able to submit their own predictions. The best suggestions were selected and put fresh on the wall every day by our Mural Robot. Each of these predictions carried the submitter's Instagram or Twitter handle, creating a direct and visible connection between DAZN and its community. Over time, predictions from celebrities were also recorded and immortalized on the facade. Statements such as “Messi is moving to Bochum” or “Goretzka will be wider than this façade at the end of the season” not only attracted the attention of passers-by, but also caused a stir and discussion online. The success of this campaign was measurable in the sustained attention and rising interaction rates, which not only remained intact over the entire four-week campaign period, but grew steadily.
