Twitter Hashtag Popularity Inspires Juventus Campaign with #LoveJu
Juventus launched a campaign that built an even stronger relationship between the football club and its international fanbase, bringing fans even closer to the matchday experience with #LoveJu – a sporting and social media first.
#LoveJu stemmed from Juventus’ incredibly passionate supporters, who are always looking for a new way to show their dedication and love for their favourite club.
The concept not only engaged supporters and was the first of its kind to be enacted at a major sporting event, it also put fans at the forefront of an important global milestone for the club.
Earmarking the Inter Milan game as the ideal opportunity for maximum passion and global visibility, the club offered fans the chance to do something that had never been done before – ‘choreograph’ the stadium into a Juventus inspired design.
The brief was issued via Juventus’ social media channels and on the big screens at games – and fans from all over the world took up the challenge.
The response was incredible. Over 3,000 designs were submitted via a bespoke application on Juventus’ official Facebook page, and 18,500 tweets were sent using the #LoveJu hashtag.
As the teams took to the pitch, the sight that greeted them was a sea of 12,700 coloured cards, covering a total area of 8,000 square metres displaying the victorious choreography design. These were held aloft by those occupying the stadium’s East Stand.
Reach did not just extend to the stadium. International news organisations reported positively on the initiative, while footage of the winning entry, submitted by 16-year-old Steven Kem from France, was beamed live to tens of millions of viewers across the globe.
The first-team squad also complemented the effect of #LoveJu, with captain for the night Giorgio Chiellini, commenting enthusiastically about the importance of the choreography in helping Juventus to 3-1 win on the night!