How does this represent “Excellence in Engagement”?

Even though there was only one single fan who was awarded with the “Lifetime Tattoo Ticket” the social media campaign engaged the whole fanbase and provided them with the perfect stage to shine.

Through the whole application process on social media the fans interacted with Hertha Berlin and with the football world in the best way they know – in their one language of passion and love for one club. They were able to share their deepest love stories and their special moments with the online community and thereby they became symbols of loyalty themselves.

The whole communication and interaction through the campaign was determined by the fans as the core message “loyalty” came from the bottom of the supporter’s heart and was delivered to them by those who they adore – like Hertha legend Andreas “Zecke” Neuendorf.

Objective:

The football business is becoming faster and faster. Players who kiss the club badge today are often playing for the arch-rival tomorrow. Those who stay loyal for lifetime are the fans. That’s why the Bundesliga club Hertha Berlin wanted to give its supporters something that lasts forever. A tattoo as a season ticket that guarantees lifelong free admission to all home games with a QR code.

The tattoo was only awarded to one single fan, who proved its true love for the club. But the message was for all football fans. Football in Berlin is more than just a fast business. It gets under your skin for as long as you live.

Strategy & Execution:

Hertha Berlin wanted to send a signal for loyalty with the “Lifetime Tattoo Ticket” to the fans and in international football. For this reason, the campaign was announced via an emotional social media video by club legend Andreas “Zecke” Neuendorf, who is well trusted among the supporters.

Only one single tattoo ticket was given away to make the supporters even more curious about it. Every fan could apply for it on social media with pictures and videos.

After one week and over 1,000 applications, the campaign was ended.
The winner, Ilja Pankow, a super loyal fan who has followed his team everywhere since he was little, was announced on social media. In a video we showed him getting his first ever tattoo: the “Lifetime Tattoo Ticket”

Production

• 27 Kilometer Entertainment GmbH
• Hertha BSC GmbH & Co. KGaA

Credits

Paul Keuter
Member of the Board
Hertha BSC GmbH & Co. KGaA

Daniel Schmid
Head of Brand Management
Hertha BSC GmbH & Co. KGaA