The lesson inside Freddy’s road trip.
Freddy, the German World Cup fan whose U.S. road trip became a viral side story of the tournament, made familiar American experiences feel new and believable.
The brands that fit the moment didn't interrupt his story. They added to the story his audience already wanted to follow.
Freddy became the campaign because he wasn't trying to be the campaign.
The teaching move
Move students away from “How many followers does he have?” and toward “What story is he making believable?”
Inside the lesson plan
- Marketing concepts
- Classroom activities
- Discussion questions
- Instructor guidance