Digital, Partnership, Social Media

FOX Sports: #18toWin


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To keep engagement levels high we held the biggest penalty shootout ever.


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.