The very first challenge of sports brands
5 cities, 5 brands, 150 participants
9Mio
Total
reach
330
Applications
Increase in
Engagement rate
500
Mentions
10K
sMiles challenge participants
+118%
TIMELINE
1. TEASING & APPLICATION
Consumers were asked to apply for their favourite brand in their city via social media by telling us why they want to be equipped by the respective brand.
330
Applications
4.6M
total Reach
+
User Generated Content
The application was promoted not only on the KELLER channels, but also via media
GUIDE
SOCIAL MEDIA
newsletter
EXTERNAL MEDIA
onsite
INFLUENCER
More than 10 influencers promoted the format and called upon registration
440K
TOTAL FOLLOWERS
1.5M
total
Reach
2. MEET THE TEAMS
After the announcement of the winners, we visited the Munich teams together with the respective brand and organized a pre BRAND CITY CLASH by KELLER training session that was covered on social media and guide.
Many application videos reached us on social media
5x
meet the
team events
2.3M
Reach
+118%
Increase in
Engagement rate
SOCIAL MEDIA
GUIDE
NEWSLETTER
With the sent out of the race packages we created a positive social media buzz
3.SMILES
Two weeks before the event series start, not only the participants, but also the whole digital community was invited to support their favourite brand in our KELLER sMiles App.
2
challenges
per brand
10K
Total Challenge participants
+18%
increase in weekly
app sessions
SOCIAL MEDIA
NEWSLETTER
sMiles
By finishing the 5k day challenges, users could collect points for their brand and ensure a point boost for all brand teams
4.EVENT
Finally, the chosen teams tackled the challenge in Würzburg, Dresden, Münster, Freiburg and Munich.
150
PARTICIPANTS
>500
MENTIONS
2Mio
REACH
THE FIVE LEVELS
RECAP VIDEO
onsite
SOCIAL MEDIA
GUIDE
USER GENERATED CONTENT
''The BRAND CITY CLASH by KELLER created positive emotions, brand love and left a lasting impression on the
sports community''
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