MCM | A Night of Football: The Event of the Year in Munich

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MCM | A Night of Football: The Event of the Year in Munich

The MCM "A Night of Football" event, hosted in collaboration with MATIVE, stood out as one of the most sensational gatherings of the year.

Miroslav Klose, Shkodran Mustafi, and Eric Maxim Choupo-Moting watched the German National Team’s opening match at Euro 2024, not from the stadium, but from the stunning rooftop location MH5 in Munich, at a special MCM event. How did this come to be?

To celebrate the launch of the new Euro 2024 Capsule Collection with Jonathan Tah, MCM orchestrated a one-of-a-kind gathering at MH5, transforming the rooftop into a stylish viewing party. Instead of the stadium, 95 influencers and high-profile guests—including sports icons, viral sensations like Noel Goes Crazy and Niklas Wilson, and stars like Sarah Engels—shared this exclusive experience, creating an atmosphere that was both electric and intimate.

The venue’s breathtaking view and vibrant ambiance made it the perfect backdrop for this unforgettable evening, proving that sometimes, the best way to watch the game is far above the pitch. This wasn’t just an event but a statement, setting a new benchmark for event marketing. MCM achieved unprecedented media coverage and engagement, solidifying its position as a leader in the industry. The night will be remembered not only for its remarkable guest list and flawless execution but also for its lasting influence and media value.

Unleashing Unforgettable Campaigns with Stars, Influencers, and Athletes

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CHALLENGE

Creating Buzz Amidst the Euro 2024 Opening Game

As MCM prepared to launch their new Euro 2024 Capsule Collection, the vision was clear: they wanted an event that not only showcased the collection but also created a memorable experience, one that would keep people talking long after the night was over. Partnering with us at Mative, the goal was to generate massive buzz and make this a standout moment in the industry.

The biggest challenge? Hosting this unique event in Munich on the same night as the Euro 2024 opening game. With the city already buzzing, we needed to create an occasion that could draw top influencers away from the stadium and still capture the essence of the game. Bringing together influential guests, executing flawless logistics, and making it all happen during one of the busiest nights of the tournament was no easy feat, but it was a challenge we embraced head-on.

STRATEGY

Making Munich the Epicenter of Euro 2024 Buzz

With our strong presence and network in Munich, home to our second office, we set out to create an unforgettable launch event for MCM’s Euro 2024 Capsule Collection. The focus was clear: secure the perfect venue that would stand out even during the highly competitive atmosphere of the tournament. Despite numerous big brands blocking prime locations for Euro 2024, we successfully secured MH5, an exceptional rooftop bar that offered the ideal setting—stylish, spacious, and with breathtaking views, making it the ultimate spot for our event.

To elevate the experience, we enlisted none other than Miroslav Klose, a World Cup legend and fan-favorite. As the host, Klose’s presence added prestige and excitement, as he spent the evening mingling with guests and watching the game alongside them. Along with Klose, we brought in other football stars like Shkodran Mustafi and Eric Maxim Choupo-Moting, as well as a lineup of top creators and influencers who traveled from all over Germany for this exclusive experience.

Every detail was designed to immerse the guests in the MCM brand. Upon arrival, attendees were gifted with MCM products and had the opportunity to personalize perfumes and water bottles, adding a bespoke touch to the evening. By combining the perfect venue, legendary hosts, and unique interactive experiences, we ensured that this event wasn’t just memorable, but a benchmark for how to launch a collection in style—creating a buzz that resonated far beyond the rooftop.

RESULTS

From Munich to Millions: How MCM’s Euro 2024 Event Dominated Social Media

The launch of the MCM Euro 2024 Capsule Collection, in collaboration with Mative, proved to be one of the most successful campaigns of the year. Through strategic planning and a unique approach, the event achieved remarkable results that set a new standard in the industry:

Total Impressions: The campaign garnered an impressive 30.3 million impressions across social media platforms, significantly boosting MCM’s visibility and brand presence during the competitive Euro 2024 period. This massive reach highlighted the effectiveness of combining influencer marketing with a high-profile event.

Influencer-Generated Content: A total of 462 pieces of user-generated content (UGC) were created by the attending influencers, showcasing the collection and the event experience. This UGC played a crucial role in amplifying the event’s reach, driving engagement, and sparking conversations well beyond the venue.

Influencer Attendance: The event brought together 95 influencers from across Germany, ranging from top-tier names to regional stars. Their diverse backgrounds and audiences ensured that the campaign resonated with a wide range of demographics, creating a buzz that extended far beyond Munich.

These impressive figures underscore the success of the event, making it a benchmark for brand activations during high-profile occasions like the Euro 2024. By securing a unique venue, engaging top talents, and leveraging strategic influencer partnerships, MCM and Mative delivered a campaign that was not just a product launch but a cultural moment. This seamless blend of innovation, strategy, and star power solidified the event as one of the most talked-about and impactful of 2024.