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#LoveJu Initiative Fosters Fan Love Via Social Media

In February, Italian football club Juventus orchestrated a one-of-a kind stadium spectacular that was also the result of the first-ever “social choreography” contest.
The fan engagement campaign asked fans to submit and then vote on designs for an in-stadium display of love and fan support for the popular team.
Although the use of social media and fan voting is hardly novel, the #LoveJu (pronounced Love-You) initiative was an especially effective social media marketing campaign that encouraged ongoing fan engagement on multiple social media platforms and culminated in an event that transformed remote fan involvement into a dynamic, live-fan event involving more than 25,000 fans.
This article examines the various aspects of the #LoveJu campaign as a uniquely creative and successful example of a social media campaign in sports marketing.