Bayern Munich Scores a Goal on Facebook
Bayern Munich is one of the biggest soccer teams in the world. It didn't stop them scoring a spectacular own goal with a recent Facebook marketing strategy however.
The club sent a message to their fans saying that an announcement would be forthcoming about a spectacular new signing. All they had to do was like the club on Facebook to find out who the new star striker would be.
Once fans had liked the page however they were greeted instead by a promotion for a new app the club had launched.
This understandably made the clubs fans furious and they posted approximately 5,000 comments in just 3 hours about the trick pulled by the club. This forced the club to issue a swift apology to their supporters.
Ironically, the promotion was done to launch a new app called 'The New FCB Star, an app designed to show how important the fans are to the club. One would assume that many fans did not feel very important after being duped by their club.
It provides yet more evidence that big brands really don't get Facebook. Research at the end of 2011 showed that big brands still use their Facebook pages primarily to advertise at followers, resulting in very low engagement figures.
With Bayen having nearly 3 million Facebook fans this stunt will do little to improve their engagement with them.
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