When Real Madrid qualified for its record 11th Champions League final in June 2016 we set out to captivate and unleash our passionate global fan base across the world of social media with only one objective....to create the most successful organic one week social media campaign in sports history.
We call this campaign Meet the Moment because in the fast moving world of sports it's often difficult for a small internal team to dedicate the necessary time and strategic thinking to devise a comprehensive multi-faceted campaign around a single match or event. In this case meeting the moment was both a week-long campaign leading into the Final, and a 72-hour social media celebration starting the moment our players lifted the Champions League trophy. All of our content had to be developed without using any Champions League match content or match highlights due to rights issues, eliminating our ability to use some of the best performing sports content.
Unleashing our passionate fans across the world of social media wasn't about agonizing over "key art" or developing the "big creative idea". Our strategy was built around bringing our fans into the world of Real Madrid like never before, providing unprecedented access and a wealth of fast-moving high quality content designed to fuel their appetite, excitement, and support.
Working closely with Facebook Live we turned our Facebook page into a high quality broadcast channel, covering every possible moment of the journey and celebration for our fans. We turned our Instagram feed into a tribute gallery, devising the most pre-designed graphics and video content in team history celebrating our past, our present, and inspiring or fans for the future. For the first time ever, Snapchat devised custom filters that were not geo-limited, but shared across our 10 largest markets in order for our global fanbase to show their passion.
The moment our captain held up the trophy we were ready with 10x more content than usual, delivering a 72 hour celebration across all channels that combined pre-planned content with some of the most iconic and joyous real-time reactions of our team and players.
The results of this campaign speak for themselves. We believe that by meeting the moment we were able to create one of the best performing organic social media campaigns in sports history.
All campaign results are confidential at this time, and provided exclusively to the judging committee