Last but not least: Stars in the background
The Arsenal London players surprised their fans at the launch of their new kits by sneaking into their photos. The viral campaign earned the stars and the club a lot of sympathy.
Football clubs today use all channels to keep existing fans happy and to attract new ones. The presentation of new kits is often turned into a high-profile event. Last year, for example, Ajax Amsterdam and Adidas fooled the players with strange jersey designs - the hidden camera joke has been viewed over 1.6 million times on YouTube to date (Last but not least, 9.6.2014).
Arsenal London should soon have topped this figure. For the presentation, the club focused on the fans rather than the players. They were approached in the fan store and asked to have their picture taken in the new jersey. What they didn't know was that the Arsental stars were lurking behind the photo wall, sneaking into the picture just before the shutter was released - and thus delighting the fans with unforgettable snapshots. Photobombing at its best. And suddenly the rest of the world was interested in what the new Arsenal jerseys looked like. At least a little bit. (hae)
