Udinese-Lazio: the first football match that is also an auction.

For the first time in the history of football, Udinese played with 11 different shirts coming from 11 different supporters and 11 different seasons. This way 11 worthless jerseys instantly became a collector's item. That's why we put them on auction in real time on digital platforms. During the match, the auction was pushed on social platforms with a live storytelling that involved a famous ex football player as auctioneer and a facebook crospotting. The shirts’ value increased by more than 1000% in 90 minutes. The proceeds went to the 11 shirts' owners, helping them to fulfil their dreams.

We took 11 worthless fans' jerseys on sale on the web and let Udinese's players wear them during Udinese–Lazio, in order to raise their value. To launch The Auction, we chose a legendary auctioneer who could engage millions of fans: Ciro Ferrara, one of the most iconic players in italian football's history. Thanks to his fame, dozens of tv, radio and online shows launched The Auction and invited people to make their offer. An engagement video starring Ciro Ferrara has also been launched on social media two weeks before the match. The auction took place for 90 minutes during Udinese-Lazio, through a dedicated website on the Catawiki platform. Users could place their offers online and follow the jerseys' and players' perfomances on the website. People at the stadium could also follow the auction, thanks to the real time updating on all screens and leds.

The auction has been followed all across Italy. 6 social communities were involved for 11.7 MIO of Reach on digital and social, 60k INTERACTIONS, 8.6 MIO of total views in two weeks (from the activation launch to the live day).

190 K WEBSITE VISITS only during the match. All jerseys have been sold. Most of them multiplied their value x1000, offering our 11 supporters much more than they expected and the opportunity to fund their projects.