Borussia Dortmund entertain Chinese fans with first online fan party

Borussia Dortmund entertain Chinese fans with first online fan party
German soccer giants Borussia Dortmund attracted a total of 2.9 million viewers in China thanks to a live stream ‘digital fan viewing party’, held after the postponement of their game against Schalke 04 due to the coronavirus pandemic.

As well as its impressive viewership, the Bundesliga club’s two-hour virtual fan event achieved 1.2 million hashtag reads and more than 7,500 in engagement. At its peak, there were 110,000 viewers of the livestream.

Segments in the show included a user generated content (UGC) juggling challenge, fan reporter vlog and Dortmund China office documentary. The club were also able to incorporate their 12 official commercial partners in China and digital broadcaster PP Sports through adverts, cross-platform promotion, jersey auctions, and branded content.  

According to Dortmund, the event is a first for a soccer club in producing such an activation. It comes as other sports teams search for ways to engage fans despite the mass cancellation of matches worldwide as a result of COVID-19.

The fan viewing party was originally attended for Dortmund’s derby game with Schalke last weekend before it was shelved due to health concerns. Dortmund subsequently worked with their digital agency partner Mailman to adjust the concept in order to appease fans in China still eager to connect with the club.

It is the latest effort from Dortmund as they target further Asian expansion, having launched a Chinese office back in 2017. Last November, the club partnered with global digital media company DAZN to create a social media campaign during the 2019/20 season to help grow their presence in Southeast Asia.

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