In conjunction with the Royal Belgian Football Association and the Belgian Red Devils, we have built a strong fan base in the past couple of years. As Vincent Kompany said himself, “Our fans and their support are crucial to winning matches”. Belgium has a population of just over 11 million people while some of our opponents in the World Cup, such as the US, have no less than 317 million! So the Belgian Red Devils could always use some extra fans to cheer them on.
The Belgian Red Devils were happy to adopt non-Belgians as new fans. We created “Belgiumize Me”, a web app that invited foreign football fans to cheer for our national team at the World Cup by turning their names into Belgian versions. This meant that Ricky Gervais, for example, was able to support us as his Belgian alter ego Rudy Goossens. A share button made it possible for the new Red Devil football fans to share their new name with the world.
Belgiumize Me was launched on Twitter and reached 8.7 million users in just 2 days. It scored nationally as well as internationally
Belgiumize Me was launched on Twitter and reached 8.7 million users in just 2 days. It scored nationally as well as internationally. In fact, 372,398 foreigners became a little bit Belgian. In addition to that, the ad generated a great deal of media attention, ranging from the national news to foreign newspaper coverage.