FOX Sports


Client: FOX Sports

The challenge

The Bundesliga is one of the most exciting leagues in the world – top-class talent, thrilling games and, best of all, the most goals. FOX Sports wanted to excite fans around the world about the Bundesliga’s January return. How would we unite new fans, old fans, 18 clubs and 6 continents with a single social stunt?

Audience insight

There’s nothing more exciting than a penalty kick. It is a moment of purest tension, with the game’s finest strikers and top goalkeepers facing off. A penalty is a mental and physical challenge; anything can happen.

In a true ‘first’, we asked all 18 Bundesliga clubs – from Bayern Munich to Hoffenheim – to each take a single penalty kick. These were recorded over the winter break, at training camps all over the world.

Then, we challenged fans to predict the results of all 18 penalties… using emoji! They were invited to make their guesses on Twitter and Facebook (we also produced a microsite and Facebook app to help them), and share them with the world using the #18toWin hashtag.

We urged them on with over 150 pieces of bespoke content: infographics, gifs, behind the scenes photos, interviews, and, of course, lots and lots and lots of video content – plus on air promos in key regions. The content was distributed through FOX Sports and the 18 Bundesliga clubs, then picked up and shared by sportscasters, media, players, fan clubs and supporters.

The game ran for two weeks – from 22 January to 4 February – and we revealed the results in a series of 30” videos (one from each club). 


  • #18toWin had an organic social reach of over 650 million people, including 200m on Twitter and 250m on Facebook.
  • Kindred produced over 150 pieces of unique content - all translated into six languages!
  • Over 50,000 people (from 103 countries) played #18toWin through the microsite alone
  • There were over 100,000 interactions on Facebook, not counting 2.8m video views

One more thing

Participants included Pierre-Emerick Aubameyang, Marco Fabian, Fabian Johnson, amongst others. Legendary striker Marco Reus embraced the challenge by taking a turn in goal! (Spoiler: )