CLIENT: KÖNIG PILSENER
CAMPAIGN: KÖNIG DER RAUTE
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FLY YOUR FLAG!

How do you introduce a brewery as the new main sponsor and beverage partner to a fanbase as loyal as that of Hamburg’s HSV football club? How do you transition the target group’s sympathies after 75 years with the previous sponsor? The answer: by creating a nationwide fan campaign that rewards fan loyalty and increases your brand awareness and affinity.

 

In their "King of the Rhombus" content campaign developed by EXIT-SPORTS, the König Pilsener brewery and the HSV football club asked their fans to have themselves photographed in front of a HSV club flag and upload the picture to the campaign website koenigderraute.de. This pledge of allegiance was of course rewarded by König Pilsener: For every uploaded picture, participants would have a 5 liter beer keg delivered to their front door by a custom-branded truck that toured the country for 5 consecutive campaign days. Some of them would even open their front doors to the surprise of having their reward personally delivered by HSV professional player Dennis Diekmeier…

THE RHOMBUS IS THE SYMBOL THAT CONNECTS US ALL

(Joachim Ranau, HSV chief fan ambassador)

THE DEVIL'S IN THE DETAIL

  • Conceptualization of a national sponsorship activation
  • Production of a teaser and highlight clips
  • Creation of a campaign website
  • Route planning and beer delivery
  • Community management
  • Stadium promotion
  • PR and social media support
  • Fan activation