Branded Entertainment is not new in Germany, but at the moment it is becoming more socially accepted and popular. Youtube for example has become a serious alternative to the regular TV program because people can decide what they want to watch. So more and more companies are moving away from traditional TV commercials and focusing on entertaining branded content.

As there wasn’t much time and only a small budget, Lufthansa decided to take what was there: the airplane of the team. A simple sticker with the words “Siegerflieger (Aircraft of the winners) costing just 3,500 euros was applied to the plane. Shortly after the final whistle of the match, for the first time in Lufthansa’s history, it rebranded the logo on the aircraft carrying the national team. As if that wasn’t enough, as special gesture to the fans, the plane flew an honorary pass over Berlin’s fan mile. A special permit was granted for the air space over Berlin.

With more than 36 minutes, we were over the average dwell time for internet films by far. This was all the more impressive as absolutely nothing happened for hours. More than 18,000 viewers watched the live stream and over 6,000 participants took part in the competition. The rest, unfortunately, fell asleep too early. Even after the competition was over we were still being talked about on Twitter, in blogs and on Lufthansa’s Facebook page, where the competition received enthusiastic comments and posts.