Heimspiel with Thomas Müller
With Heimspiel we have produced an excellent piece of content marketing, which does not portray the world champion but the man Thomas Müller: as authentic as the Weber brand.
Advertising is dead – for years. Claim at least one or the other. What can definitely be observed: People are becoming increasingly immune to advertising and their messages, rejecting them explicitly. What helps against it? For example, excellent content such as home game.
Idea and Implementation
With Heimspiel we have made a piece of content marketing that maintains its authenticity through its documentary character and courage. High-quality, elaborate and exclusively for Weber produced stories – real hero content just. At the heart of Heimspiel I is a five-minute web documentary that accompanies Thomas Müller through his home town of Pähl. And because the distribution of content across multiple media is part of a successful content strategy, we have extended the format – via a detailed report in Weber Originals Magazine as well as an interview on www.weber-anfeuern.de and attention-generating teasers. Films in social media. Because of the great success and the good brand fit to also serial: home game II accompanies Thomas Müller completely private through his adopted home Munich and Part III is already planned.
The web-documentation Heimspiel I was awarded with the DDC Award Gute Gestaltung 2015 in bronze for photo / film and the format and its visual and dramaturgical narrative has been copied many times. We are particularly pleased that Thomas Müller also likes it himself. He uses home game as a self-promotion on his website.