„Bit im Büdchen" — the social media format developed by zwoelfstein for the football World Cup — has a strong brand on board with Bitburger. The concept: a cross-media conversation format that takes football talk out of the classic studio setting and brings it to where fans really are.
Two absolute heavyweights were part of the campaign:
The former Bayer Leverkusen and 1. FC Köln pro brings years of Bundesliga experience, and as a TV expert knows exactly how to analyze football without ever getting dry.
Over 500 Bundesliga appearances as a player, six promotions as a coach — Friedhelm Funkel is one of the most defining figures in German football. Authentic, approachable, unfiltered.
The campaign ran during the 2026 World Cup across Bitburger's social media channels and those of the participating personalities — developed and executed by zwoelfstein.
More on the „Bit im Büdchen" format:
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