Facebook Flag Project

2012 Euro Cup project by „Ozujsko” beer Media: Facebook, viral, online banners, PR, guerrila, event, ATL

Video about the project (2,31 min):

http://www.youtube.com/watch?v=2qzt51JqKEk&feature=plcp

National team football fans joined FB app to create large flag with their profile photos..

..virtual flag and virtual community came to life during Euro Cup.

Thousands of users / fans join the FB

app – all could leave a support message

to the football team

Best support messages were awarded

with game tickets.

Users can customize their personal flag,

choos the number of squares, use it for

wallpaper, T-shirt..

The sponzor of the project, „Ozujsko” is

official Football team sponzor – therefore,

players and team visuals were used in the

app.

Fans create their personal flags, share to

other friends, choose friends for the

flag..

Many used the image for their FB

timeline photo during the Cup.

The platform. Facebook app.

Online promotion, PR, viral / creation of community, buzz, viral effect

Ads on media websites –

wallpaper

Ads on media websites – other

IAB formats

Facebook ADS campaign

Floating banners PR articles on media websites Facebook posts on brand FB page (100k fans)

www.facebook.com/#!/zujajezakon

Media video coverage – team coach

Mr. Bilic calls fans to join the flag.

Viral push and personal content: users used the application to

create custom flags from their selected friends base - shared it

online, post it on wall, printed and T-shirts and for office posters..

Online promotion, PR, viral / uploading fans from city squares – shown in realtime on big digital screens.

Photos and comments were used for FB

content and published on brand page

and brand website

www.facebook.com/#!/zujajezakon

Fans were activated during coffie

breaks to upload their FB profile photos

live from laptop to big screen (wi-fi

connected) in real time

Online promotion, PR, viral / presenting the Flag day before the Cup on main city square’s skyscraper.

The process of putting the Flag down the biggest building on the main square during the „coffie

rush hour”, at 12:00 AM on Saturday. The next day, Croatian team will play their first match..

Fascinated 10 year old fan.

Not yet on Facebook :-(

Even non football faces find it

cool..

The event created great social content that was published

LIVE online www.facebook.com/#!/zujajezakon

Media coverage, including video on

www.24sata.hr .

The Game Day. When it all culminated.

15.000 fans are at the stadium already. On the Flag. Everything ready for kick off...

Media websites published content before the game. „The Flag is ready” post was most liked post on the brand FB

page ever (1.283 likes in 3 hours)

The Game Day. When it all culminated.

Flag was raised by fans during the national anthem and in halftime Fans from stadium uploaded UGC videos on Youtube.

15.000 fans on flag Results & Standings 33% + fans on

> 10.000 likes on posts

Word of mouth effect

„Hey, I am on that flag...!“

Brand Engagement - switch from hard core beer drinking

football fans to people that like football, share positive emotions

via social platforms..

Fans on the flag split by gender Favourite brand growth on Young adults

during 45 days of activation (from 90.000 to 120.000)

Behind the

Scenes..

Working on the app math.. Way too many squares.. Printing the faces..

Sewing the faces.. Fans helping carry fans (on flag). Security checking for bombs

and „suspicious faces”

Looking for friendly faces

It’s big... Before the game.. The brave face..