Austrian Soccer League – Referee Quiz for Better Understanding in Football
1The Challenge
Referees of the Austrian Football Bundesliga were constantly under fire: sports journalists, clubs, and fans hotly debated decisions – usually without the context behind a referee call. The task:
- Raise the level of debate – move stakeholders from criticism to curiosity
- Improve the referees' reputation without glorifying them
- Convey insider context that normally only experts have
- Reach a broad audience, not just hardcore fans
- Achieve measurable engagement instead of pure PR
2Our Solution
We built the Schiriquiz (Referee Quiz): an online video quiz showing real match scenes and letting participants decide themselves – foul or no foul, yellow or red, offside or not.
The humorous tone deliberately packaged the serious educational mission lightly: instead of feeling like a lecture, the quiz invites people to play along, discuss, and share. A supporting Facebook campaign extended reach beyond the classic Bundesliga community.
Three editions across multiple seasons – each with new match scenes – anchored the format firmly in the target audience's awareness.
3Impressions
4Technology Stack
Web App
Campaign
Tracking & KPIs
Disciplines
5Implemented Features
60,000 Participants
Across three editions – far beyond the classic Bundesliga community.
49% Registration Rate
29,200 participants registered – a strong signal that the content was truly relevant.
National PR Prize
Awarded in the Digital Communication category – PR with measurable impact.
Reputation Strengthened
Referees became more understandable and respected for media and fans alike.
Humor with Substance
Light tone, serious educational mission – packaged perfectly for social sharing.
Web App + Campaign from One Source
From concept and design through web development to the Facebook campaign – all delivered as one.
6Results
Reach & Engagement
- 60,000 participants across 3 editions
- 29,200 of them registered (49% conversion)
- Reach via FB campaign far beyond the core community
Impact
- Measurably improved perception of referees
- Higher level of debate among media & fans
- Format established across multiple seasons
Award
- National PR Prize – Digital Communication category
- Best practice for PR with measurable engagement
- Humor as a vehicle for serious association communication
7Related Services
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