An online campaign by the German Football League (DFL) inviting Chinese fans to submit their "ultimate football dreams" has attracted more than 50,000 responses, according to Danielle Long of THE DRUM. The Bundesliga Dream campaign, which aims to "bring to life 15 of the 50,000 dreams," attracted "more than 20 million social views" and was the "most participated campaign" by any football organization in China, according to the DFL. The campaign is part of the DFL's "ongoing strategy to reach 500 million football fans in China." DFL Dir of Interactive Media Susanne Timosci said that the campaign "has engaged more fans with the brand than any previous activity." Timosci: "The Dream campaign is the next major step in our digital strategy in China. As with all our digital activities, we are putting the fans first, which is why we are excited to learn about their Bundesliga dreams and to see how the unparalleled Bundesliga fan experience impacts their everyday lives." The campaign was created by sports marketing agency Mailman (THE DRUM, 5/11). The eight Bundesliga clubs with an online presence in China have been involved in the campaign, sharing their own Bundesliga-branded assets and creating video content. Bayern Munich's Philipp Lahm and Borussia Dortmund's Marco Reus were two of the most famous players involved. It is the third major campaign that the Bundesliga has launched online in China, and the biggest to date. In '16, the league launched the Voice of Bundesliga campaign, which reached 16 million fans online (Mailman).
