For the second year in a row, Bundesliga fans and FIFA Ultimate Team players’ voice was heard loud and clear, as they got to determine the FIFA Bundesliga Team of the Season. And for the second year in a row, the branded, cross-platform, interactive experience was powered by Apester, a visual storytelling platform that helps publishers and enterprises elevate their content and increase the visit value of their audience
For the fans that engaged with the Apester powered digital experience on the Bundesliga and EA Sports’ Facebook, Snapchat, Instagram and owned and operated destination assets, this is huge (just ask the nearest FUT junky) – they got the power to form the years’ FIFA 18’ Ultimate Team for the Bundesliga. For the Bundesliga and EA Sports, that saw more than 6.8 million total votes and more than 100,000 additional social media engagements, it was yet a well-executed opportunity to keep fans and customers closer, more loyal and deep in the game – repeating the brilliant engagement and social media metrics of last year.
The FiFA Ultimate Team (FUT), a combination of a football video game and digital card collecting fantasy-styled gamification, is the most popular mode in EA’s FIFA video game franchise. Played by millions around the globe every day, FUT lets gamers build their dream team FIFA squad from scratch and compete in a variety of single player and online modes.
Nearly 7 million Bundesliga readers participated and engaged directly with the unique FiFA branded, competition-dedicated poll format, and chose Bayern Munich as the leader club in this dream team. Out of 11 player positions, 5 were filled by Bayern, including Robert Lewandowski, Joshua Kimmich, James Rodriguez, Thomas Müller, and Mats Hummels. They were closely followed by Bayer Leverkusen’s Leon Bailey and Wendell, Schalke’s Naldo and Leon Goretzka, and Eintracht Frankfurt’s Lukas Hradecky.
Bayern Munich right-back defender Joshua Kimmich won the highest score with 509,428 votes with a broad consensus – 82% of total votes in his defender category. Other footballers who proved to be popular in the poll were: Bayern Munich’s James Rodriguez, that won 492,665 of the votes, 80% of total votes in his Central Midfielder category, and Schalke’s centre-back defender Naldo, with a total of 464,072 votes.
These players were highly popular in comparison to Bayern’s more obvious stars such as Lewandowski (391,910), Thomas Müller (333,673 votes) and Mats Hummels (298,385), who made it into the Bundesliga Team of the season nevertheless.
According to the Apester engagement data, it seems that Bundesliga’s fans are as international as they come – out of 6.8 million voters, only 2.3 million were located in Germany. 28% of the league’s fans are located outside of Europe, including 13% in North America, and 6% in Asia.
Bundesliga called fans to participate for almost three weeks in April and May 2018, using the engaging Apester content platform in six different languages.
Earlier this year, Apester powered multiple large scale user-engagement projects, such as TIME 100’s Most Influencing People, TIME Person of the Year, Entertainment Weekly’s Oscars Predictions, and Popular Science’s NASA Intelligence Quizzes.
Find more information in the official infographic