DAZN
PPV Record in Germany
DAZN combat sport event marketing — the "ALLEFUERAGIT" campaign with top influencers including MontanaBlack drove millions of views and a PPV record in Germany. Extended cooperation secured after initial success.
DAZN is a global sports streaming platform, founded in 2016 and often called the "Netflix of sports." Available in 200+ countries, DAZN covers boxing, MMA, soccer, and other sports with exclusive broadcasting rights. In Germany, DAZN has secured significant Bundesliga and Champions League broadcasting rights, making it essential viewing for football fans.
What Was the Problem?
Standing out in the crowded sports streaming market where Sky, Amazon Prime Video, and free-to-air channels all compete for viewers. DAZN needed social content that captures the emotion and excitement of live sports to drive subscriptions, especially among 18-35 year old male sports fans.
How We Solved It
We produced high-energy YouTube content capturing the adrenaline of live sports moments — reactions, highlights, and fan perspectives that make viewers feel the excitement. The strategy focused on emotional triggers rather than feature comparisons. Short-form content on social channels drove awareness, while YouTube served as the depth channel for longer sports narratives.
#ALLEFUERAGIT Campaign
A viral hashtag that united combat sport fans — turning passive viewers into active brand ambassadors.
Profile Picture Movement
10K+ fans changed their profile pictures. Visible brand adoption that spreads organically through social graphs.
Athlete-Driven Content
National athletes as authentic content creators — their credibility drove engagement that brand content never could.
Event Sell-Out Strategy
Social hype translated directly to ticket sales. The main event sold out through community-driven demand.
Campaign Material
Sport marketing: top gaming influencers (MontanaBlack) bring combat sport to a new audience. PPV records come from crossover reach, not just sport fans.
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