MoneyGram celebrate Schalke 04’s 111 year anniversary through Social CRM campaign

By Andre WePlay Comments Off on MoneyGram celebrate Schalke 04’s 111 year anniversary through Social CRM campaign

Sponsorship can be a fantastic opportunity for a brand to reach a huge target audience that otherwise would not know about the brand. Once a sponsorship deal has been confirmed, we look to these brands to ensure that they have an engagement strategy to maximise on their sponsorship so that they can reach their objectives of building awareness and stimulating some form of brand to consume relationship.

We work with an array of brands and rights holders in ensuring both parties are able to achieve their goals for the sponsorship. Our Reach, Engage, Convert model was created as the foundation for a strategy ensuring we stay accountable and measured.

How is this model broken down?

Reach: Utilise the sponsorship to reach new audiences through branded content to the audience that is relevant, engaging, useful and shareable.

Engage: Use storytelling to instigate conversations that make the audience feel the need to use our clients’ product or service.

Convert: Drive engaged users via call to action to owned properties, CRM and e-commerce platforms.

Retain: Re-target consumers with segmented communication to their behaviours and interests.

Storytelling and Creating Context

Our client, MoneyGram are a leading global money transfer and payment service company. With a target market in Germany, MoneyGram sponsors Schalke 04 – a Bundesliga team with one of the largest membership bases in Germany, after FC Bayern.

On May 4th 2015, Schalke 04 celebrated their 111-year anniversary since being founded in 1904. Together with MoneyGram, we agreed this would be a fantastic opportunity to reach, engage and convert audiences.

FC Schalke 04 celebrated this momentous occasion with a variety of club activations,  including limited merchandise, a special edition shirt worn in the Bundesliga match against VfB Stuttgart, a microsite and a one-off live event.

In a season that unfortunately wasn’t one to remember, due to on-pitch performances, this was one of the few events that fans around the world enjoyed.

Celebrating 111 Years of Schalke 04

We proposed a number of ideas to celebrate this event and decided on an anniversary Quiz to both educate and entertain. The quiz would test fans’ knowledge on the history and heritage of their favourite football club.

With prizes for 25 winners available, there was plenty of added motivation for fans to participate.

Key results for the Social CRM Campaign:

  • Total reach: Over 1m German speaking Schalke fans in Germany, with interests that relate to MoneyGram
  • Unique quiz visitors: 4,000
  • Successful participants to qualify for prize: 722
  • Conversion rate: 18%
  • Facebook audience growth: +1,838%


This is the first time MoneyGram had invested in a social media activation of this nature and the results were overachieving all expectations. If you are looking for a football marketing agency with social media expertise, we can help.

If you’d like to find out more, you can drop us a line and let’s see how we can make your next marketing campaign a roaring success. 

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