The Bundesliga is one of the most exciting leagues in the world. But it takes a winter break for six weeks. Kindred was tasked with keeping engagement levels high during the break.
In a true ‘first’, we asked all 18 Bundesliga clubs – from Bayern Munich to Hoffenheim – to each take a single penalty kick. Then, we challenged fans to predict the results of all 18 penalties… using emoji.
The single, social stunt united new fans, old fans, 18 clubs and 6 continents. #18toWin had an organic social reach of over 650 million people, including 200m on Twitter and 250m on Facebook – more than the Champion’s League.