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#FCBDAY1 SHOW 2016 – On Saturday August 6, 2016 at 8am Eastern/2 p.m. CEST, all football fans worldwide are invited to get in the mood for the upcoming Bundesliga season with the first ever digital Allianz FC Bayern Team Presentation.
“Dare to be the first”, the motto of this year’s team presentation, is expressed in all aspects of the way the event is implemented. “In football and in life, being the first person to do something new means stepping forward into unknown territory and having the courage to go where others do not,” says Dr Christian Deuringer, Director Global Brand Management at Allianz SE. “Allianz enables people all around the globe to be the first at the FC Bayern Team Presentation 2016.”
Stefan Mennerich, Director Media, Digital and Communication at FC Bayern, explains the basic idea: “Only 8% of our Facebook fans are German. So it was obvious that we needed to offer the community a more digital approach alongside our on-location team presentation event.”
Andreas Jung, CMO at FC Bayern, invites the global digital fan base as well as local supporters to join in: “When our main partner Allianz, a strong supporter of our internationalization strategy, came up with the idea of our first ever digital team presentation, we were excited by the opportunity to bring this season’s FC Bayern team experience to all our fans worldwide before we have our public training session for our local fans at the Allianz Arena.”
“This year’s team presentation will differ in various respects from all previous ones,” adds Oliver Kraus, Global Sponsorship Manager. “To reach young, international millennials, also known as the ‘digital generation’, the show is streamed on Facebook Live for national and international online viewers, which means it is completely interactive and truly global.” The content format has been revised as well and moves away from an exclusive focus on the world of football. “The content concept has been opened up to new areas of interest such as lifestyle, e-gaming and entertainment. Our idea was to create an event that goes beyond football.”
The 2016 FC Bayern Team Presentation (#FCBday1 Show) is inspired by classic TV late-night show formats. It will be presented by a host in front of a live studio audience (consisting of a core group of FC Bayern fans and media representatives) and will integrate corporate partners in a natural way via branded entertainment segments as well as fan-engaging pre-produced inserts. The format allows both the live audience and global digital viewers to interact with and participate in the entire broadcast.
The show consists of two integrated content modules. Firstly, viewers get to see the official player presentation in talk show format, featuring short interviews with selected FC Bayern stars and new head coach Carlo Ancelotti. Secondly, the show will be spiced up with insights into three different “player topic rooms”, where fans and viewers are able to get closer to the team and interact with the players. The FCB stars demonstrate their proficiency in e-gaming, challenge fans in various disciplines on the pitch at Munich’s iconic Allianz Arena and meet with fashion influencers to discuss lifestyle-related topics.