Sporting Telenet evolved from a set of TV-stations into a full-blown football channel covering the best of the best.To make supporters subscribe to the paid channel for a whole year, we developed a campaign built around the claim ‘don’t miss a second of the play-offs’ where we urged fans to make the longest football scarf in history, simply by casting their vote on Facebook. This ignited a football mania in which every vote equaled 1 cm extra to the football scarf of your choice. As the final whistle blew, it was FC Bruges that won the title ‘Champion of the fans’ with a 186 m long scarf that the fans showed off of course at the stadium!

Whether you see supporters in the stadium, on the street or at home, you can always recognize them by their scarf. With a campaign built around the claim ‘don’t miss a second of the play-offs’, we launched a Facebook contest where we urged fans to make the longest football scarf in history which ignited a football mania. Every vote equaled 1 cm extra to the football scarf of your choice. As the final whistle blew, it was FC Bruges that won the title ‘Champion of the fans’ with a 186 m long scarf! We also integrated print, radio, POS and bannering to spread the news about the new Sporting Telenet even more.

With this campaign Sporting Telenet itself scored 25.000 fans, 50.000 votes and over 150.000 visits. Before the kick-off of the match against Standard, the supporters showed off their blue&black scarf of no less than 186m. The Jan Breydel stadium went mad with high media coverage as outcome. This lead to more than 1.000 new subscriptions to the paid channel. No less than 75% of the entire sales objective for the coming year was already realized… at the end of the previous season.