It appear that the club wanted to reward its fans with an engaging personalised video, but by completely\u00a0misjudging fan expectations and the communication context this marketing \u201cploy\u201d quickly\u00a0deteriorated\u00a0into a\u00a0spectacular\u00a0failure\u00a0among\u00a0the fans. Many fans were really disappointed \u00a0and negative comments and rants crowded the app. This wasn\u2019t helped by the fact that\u00a0the app then proceeded to crash \u2013 presumably under the traffic stress. \u00a0It wasn\u2019t long until mainstream sports press took up the ball and began to publicise what an utter failure the PR stunt had been. The story soon went global and trended 2nd worldwide on Twitter.<\/p>\n
Regardless if the execution of the plan was viewed as funny or even successful in that it got people talking, the\u00a0outcome was not what Bayern had hoped for.<\/p>\n
\u201ca small joke for the fans with several video clips to follow\u00a0during the upcoming weeks\u201d<\/strong><\/em><\/p><\/blockquote>\nNot exactly the best response to a fanbase that had just been infuriated even more. With the \u201cjoke\u201d excuse not being kindly received, the club was forced to apologise and explained that\u00a0their only attention was to engage with\u00a0the fans and putt hem into the middle of the team.<\/p>\n
What clubs can learn from this PR stunt:<\/p>\n
\n- – Do not underestimate fan expectations \u2013 football fans are a very passionate audience and take it seriously<\/li>\n
- – Do not lure fans into apps or Social Media platforms with empty promises<\/li>\n
- – Always know the context of a campaign \u2013 Bayern failed to recognise that their fans were already quite emotive \u2013 the timing was appalling<\/li>\n
- – Don\u2019t judge success by quantity, the stunt collected a large number of number \u2018Likes\u2019 and noise in the social space, but that doesn\u2019t necessarily translate into quality!<\/li>\n<\/ul>\n<\/div>\n","protected":false},"excerpt":{"rendered":"
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Bayern Munich PR stunt fails on Facebook as fan emotions run high - Digital-Football.com - Football Social Media & Digital Sports news<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digital-football.com\/featured\/bayern-munich-pr-stunt-fails-on-facebook-as-fan-emotions-run-high\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bayern Munich PR stunt fails on Facebook as fan emotions run high - Digital-Football.com - Football Social Media & Digital Sports news\" \/>\n<meta property=\"og:description\" content=\"[I am delighted to announce that the following article was written by Digital-Football’s first guest blogger –Benjamin Stoll\u00a0– who has kindly given up his time to write this article. 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<\/a>Bayern Munich fans waited eagerly in huge numbers to see who their club had signed on their official Facebook Page.<\/p>\n