Getty ImagesSpanish soccer giants Real Madrid claim their coronavirus digital strategy has brought in “a huge peak in social media activity” during La Liga’s enforced shutdown. The success has been driven, in part, by a heightened crossover in engagement between the club’s digital and linear channels, according to the club's director of digital strategy, Israel Garcia. Speaking during SportsPro’s Insider Series, Garcia said that the club has taken a three-pronged approach to keeping audiences engaged during lockdown by pivoting their content production to promote social responsibility in Spain. Campaigns have also been focused on user-generated content, bringing their star players to the fore on the club’s social channels and around esports, which has become a “placeholder” for brand partners. “Taking into account the size of the brand and the impact that the brand can have in a manner of social responsibility, we were also engaging campaigns around staying at home, doing the proper things, so to move as quick as possible away from this period,” Garcia said. Bundesliga clubs warned against monetising fans stuck at home“It was challenging but we made it.
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