Ain’t No Sunshine ohne Werbe-Kennzeichnung

Situation & Task

Der FC Bayern München kassierte kürzlich eine Rüge der Wettbewerbszentrale, da er einen Twitter Post nicht als Werbung gekennzeichnet hatte. Was das Thema Schleichwerbung im Netz angeht, gibt es immer noch diverse Graubereiche..

Ein Video auf Twitter: Einige Fußballprofis des bekanntesten deutschen Fußball-Clubs Bayern München stehen im Stadion und rezitieren Bill Withers bekannten Song Ain’t No Sunshine. Dazu Bilder der leeren Stadionränge. Es geht um das pandemiebedingte Fehlen der Fans. Plötzlich, am Schluss des einminütigen Clips und ohne erkennbare Zusammenhang: Ein Flugzeug von Quatar Airways sowie die Einblendung des Logos des Sponsors.

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Action & Result

The first step was to promote the event. People needed to know it was going to be held online and how they could get there. We wanted them to be excited. So we created multiple content assets from the awareness to the interest phase to get the public in the funnel. Through our Optimized Content Creation (OCC) approach, we were able to create multiple video assets for the event in the same pass.

In the second step, we then delivered a concept to fully digitize PIRATEX’s OOTB startup event. We combined a talk show livestream setup including multiple cameras, video, audio and event technology with remote protagonists and finally brought the whole package online on Youtube and embedded it on the landing page.

With only 40 people on site, about 20,000 people clicked into the livestream and up to 3,000 watched the entire broadcast. Engagement across the content reached 6 figures. It was a complete success.

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Contact

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Le Werk by Cinewerk GmbH
contact@lewerk.de
+49 1520 – 248 40 47

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Le Werk by Cinewerk GmbH
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+49 1520 – 248 40 47
contact@lewerk.de

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