Italian league leaders Juventus encouraged fans to #BeHeroes and submit photos and videos ahead of last night’s Champions League tie against Bayern Munich.
The club invited supporters to send battle cries and words of support via private messages on Facebook Messenger, producing the following video from the clips submitted:
The campaign’s initial post asking for the clips making no reference as to how they’d be used. Juve chose Facebook in order to take advantage of the massive following the club has. With over 21 million likes for their official account the potential for submissions was huge.
They also made use of the images that fans from around the world submitted.
Juve ran content across Twitter and Instagram too, retweeting submissions and continuing the use of the #BeHeroes hashtag with specially created images.
— Marga (@marga_dp) March 16, 2016
Sadly the campaign didn’t help Juve on the pitch, with the team losing to Munich 4-2 on the night and 6-4 on aggregate.