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DFB-Pokal Walk of Fame


360° communication in the DFB Cup environment


Idea

The “DFB Cup Walk of Fame” was initiated in 2013 by the German Soccer Association (DFB) and Volkswagen, the official partner of the DFB Cup. It was inaugurated on May 16, 2014 with a permanent location at the Olympic Stadium in Berlin – the venue of the annual final of the DFB Cup club competition.

As a memorial, the DFB Cup Walk of Fame immortalizes the greatest Cup heroes, past and present, with hand or foot prints – both the big, famous soccer names and equally the lesser-known individuals who have contributed extraordinary achievements around the DFB Cup and so helped shape the history of the competition.

With its creation in 2013, the first 13 Cup heroes were chosen for the Walk of Fame, following nomination by a jury of experts and a public vote among soccer fans.

Since the 2013/2014 season, two new names have been added each year through the same process: one from the tournament’s over-70-year history, plus the most outstanding player from the Cup season just gone.

The DFB Cup Walk of Fame invites its visitors to proverbially walk in the footsteps of their heroes and to find out more about their personal, extraordinary Cup stories via the QR codes integrated in the bronze plaques – stories that only the DFB Cup produces.

Implementation

  • 360° communication and activation of the Volkswagen brand in the direct environment of the DFB Cup
  • Cross-media partnership between Volkswagen and SPORT1 around the DFB Cup
  • Campaign elements on SPORT1 (TV), SPORT1.de, SPORT1 Mobile and social media
  • Activation by fans through competition
  • Editorial value-add for SPORT1 users
Integrations

Made with ❤ in munich, germany

 

 

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