Agencija - RIJEČ d.o.o. (PP digital) Brand - Ožujsko Kampanja - Facebook zastava

1. Facebook Flag Project
2012 Euro Cup project by „Ozujsko” beer
Media: Facebook, viral, online banners, PR, guerrila, event, ATL
Video about the project (2,31 min):
http://www.youtube.com/watch?v=2qzt51JqKEk&feature=plcp

2. National team football fans joined FB app to
create large flag with their profile photos..
..virtual flag and virtual community came to
life during Euro Cup.

3. Thousands of users / fans join the FB
app – all could leave a support message
to the football team
Best support messages were awarded
with game tickets.
Users can customize their personal flag,
choos the number of squares, use it for
wallpaper, T-shirt..
The sponzor of the project, „Ozujsko” is
official Football team sponzor – therefore,
players and team visuals were used in the
app.
Fans create their personal flags, share to
other friends, choose friends for the
flag..
Many used the image for their FB
timeline photo during the Cup.
The platform. Facebook app.

4. Online promotion, PR, viral
/ creation of community, buzz, viral effect
Ads on media websites –
wallpaper
Ads on media websites – other
IAB formats
Facebook ADS campaign
Floating banners PR articles on media websites Facebook posts on brand FB page (100k fans)
www.facebook.com/#!/zujajezakon
Media video coverage – team coach
Mr. Bilic calls fans to join the flag.

5. Viral push and personal content: users used the application to
create custom flags from their selected friends base - shared it
online, post it on wall, printed and T-shirts and for office posters..

6. Online promotion, PR, viral / uploading
fans from city squares – shown in
realtime on big digital screens.
Photos and comments were used for FB
content and published on brand page
and brand website
www.facebook.com/#!/zujajezakon
Fans were activated during coffie
breaks to upload their FB profile photos
live from laptop to big screen (wi-fi
connected) in real time

7. Online promotion, PR, viral / presenting
the Flag day before the Cup on main city
square’s skyscraper.
The process of putting the Flag down the biggest building on the main square during the „coffie
rush hour”, at 12:00 AM on Saturday. The next day, Croatian team will play their first match..
Fascinated 10 year old fan.
Not yet on Facebook :-(
Even non football faces find it
cool..
The event created great social content that was published
LIVE online www.facebook.com/#!/zujajezakon
Media coverage, including video on
www.24sata.hr .

8. The Game Day. When it all culminated.
15.000 fans are at the stadium already. On the Flag. Everything ready for kick off...
Media websites published content before the game. „The Flag is ready” post was most liked post on the brand FB
page ever (1.283 likes in 3 hours)

9. The Game Day. When it all culminated.
Flag was raised by fans during the national anthem and in halftime Fans from stadium uploaded UGC videos on Youtube.

10. 15.000 fans on flagResults &
Standings 33% + fans on
> 10.000 likes on posts
Word of mouth effect
„Hey, I am on that flag...!“
Brand Engagement - switch from hard core beer drinking
football fans to people that like football, share positive emotions
via social platforms..
Fans on the flag split by gender Favourite brand growth on Young adults
during 45 days of activation (from 90.000 to 120.000)

11. Behind the
Scenes..
Working on the app math.. Way too many squares.. Printing the faces..
Sewing the faces.. Fans helping carry fans (on flag). Security checking for bombs
and „suspicious faces”
Looking for friendly faces
It’s big... Before the game.. The brave face..