Do you know that feeling when facing the unexpected lets your heart beat faster? Little did I know that bumping organ in my chest would be name-giver, metaphor and secret of success to a campaign I’d like to share with you today.
Let’s start at the beginning.
Even before I took over the #FCBayernPulse from Flavia at the start of the second half of the Bundesliga Season 2020/21, I fell in love with the idea in a heartbeat. Shortly before I started my new role at Siemens, the next game of #FCBayernPulse was right around the corner, and I was keen to learn from firsthand about the project: I set up my Fitbit and started to watch the game FC Bayern vs. VfL Wolfsburg at home.
At that point, I realized how important the fans’ support has to be for the players.
Learning more about #FCBayernPulse the next games, my understanding of our activation’s importance rose. Combining game data and biometric data, the #FCBayernPulse added an element missing in Corona-times: it visualized the otherwise invisible energy flow between fans and players. Revealing this hidden connection, we captured the intensity and excitement of games — and managed to show fans might not be able to support on-site, but they are still “there”.
But for the final activation, we wanted to do even better. We wanted to do good!
So, we asked ourselves: What if we and the participating fans could not only support the players with our heartbeats — but also a good cause?
That’s when and how the idea for our #HeartBeatFinal was born. Leveraging the proven mechanics of the #FCBayernPulse, we added a little twist — aiming for a social impact. For every heartbeat registered in the season finale FC Bayern vs. FC Augsburg, we donated 1 Cent to #WeKickCorona, a CSR initiative founded by the FC Bayern players Joshua Kimmich and Leon Goretzka.
After an emotional and eventful 91 minutes, we registered a whopping amount of 936,318 heartbeats equaling €9,365,13 for WeKickCorona. We then decided to double the donation sum to €18,800.
Finally, my heart was racing like crazy in a #FCBayernPulse game.
I was tense and excited — and I wanted to do good with all my heart, literally. Being handed the opportunity to give back to a good cause, both emotionally and financially, is something we should never underestimate. I am super thankful that the idea of the #HeartBeatFinal turned out well.
Now, I’d like to invite you to re-experience the #HeartBeatFinal and watch the highlight clip we produced together with Robert and Sophia. As members of the FC Bayern fan club Red Eagles Austria both are die-hard fans — and, of course, initial members of our #FCBayernPulse community.
During the production process, Sophia said something I can still recall:
“The #FCBayernPulse is very meaningful to us, as we were able to experience how our hearts beat during a game. Through the #HeartBeatFinal we felt very connected to the players — as if we were live at the game.” Sophia, FC Bayern fan and participant of the #FCBayernPulse
Nothing to add. And my heart still races. 💕