Branded entertainment has to be made identifiable on German television as advertisement. However, our experiment gave participants a branded live experience, so these regulations did not apply.

The idea was to create a perfect symbiosis of Live-Event and Social-Media-Event for the fans of Fortuna Düsseldorf. So they could watch the match live in the stadium (or in television) and get twittered what is spoken on the pitch via smartphone or second screen - to be closer to the match than ever before.

More than 3000 Fans enjoyed the world´s first football reportage by lipreading on their smartphone or their second screen at home and shared the action with their friends. The action created plenty to talk about for the Fortuna fans.