"Bärometer" and "Bärmojis" for the SC Bern fan app
Republica has developed a new form of fan interaction for the 2016/17 ice hockey season on behalf of the Westside shopping and entertainment center: Using the «Bärometer» in-app feature in the official SC Bern app, fans of the 2016 Swiss champions can share their mood daily and win prizes.
Ice hockey evokes great emotions. Since the start of the season, Westside, gold sponsor of SC Bern, has been offering a new feature in the official app to express these feelings. In the app, fans can use the "Bärometer" to communicate their mood to the community every day using six different "bear mojis".
In the "Bärometer" voting, fans collect credits in return for which they can win prizes and experiences that they can redeem in the Westside shopping and experience center or in the SCB fan store. During SC Bern matches, there is also live voting in the stadium via Videotron, where fans can win instant prizes such as sausages and drinks.
The campaign was as unconventional as the online voting was innovative. A classic advertising campaign was deliberately dispensed with. Instead, advertisements were placed on all fan-relevant channels. Before the match, alternating spots in the stadium draw attention to the voting. They will also be shown on Westside and online to promote the Bärometer. In addition, the "Bärometer" will be advertised on the back of season tickets, on posters in the stadium and in the fan magazine "Spirit" as well as in several fan media. There are also various merchandising products such as pucks, buttons, scarves, caps and sticker sets printed with "bear mojis".
The concept has met with a positive response from fans. 4000 fans are already using the in-app function. In future, the "Bärometer" is to be expanded further and will soon be used on other platforms too.
