The sporting world is always waiting for something magical. We delivered it.
Leading 400,000+ Facebook followers, 125,000+ Instagram followers, and many thousands more across six social media platforms since January 2015, BM.DNA was the largest FC Bayern München community group in the world, sharing much-needed joy across the globe before we decided it was time to wrap up in January 2023,
Online shop: https://bmdna.teambmy.org
Only fuelled by passion and treated as a hobby in its embryonic stages, the brand reached 1,000 followers in less than two weeks. It only went up from there.
The page improved in all aspects as we understood the wild world of social media over time. Copywriting, branding, graphics, scheduling, everything we needed for a brand, we made.
The evolution of basic digital images, such as goal graphic templates, sought to create a brand away from a brand – one that resonated with FC Bayern München, but not quite the same.
BM.DNA always had a distinct flavour. Slightly humerous, informal, conversational, yet the first to share news, ask questions, and offer opinions.
Sharing the passion and flair of branding, design, and marketing, it grew into more than just a page. It became a community for all FC Bayern fans to share.
BM.DNA didn’t rise when the sun did. We were already up.
The Matchday graphic was to alert fans there was a fixture that day – many lost track with the congested schedules throughout the season.
With followers across six continents, BM.DNA used FC Bayern‘s local time in München as a foundation for all online activity.
The Matchday graphic was usually published around 8am Munich time, ahead of competing pages for the social media feed by about 30 minutes.
As the opening post of the day for the BM.DNA audience, it was also the most freely-designed, in a creative sense. Away from a ‘brand identity’, it was the one digital image in the weekly schedule which did not follow many design guidelines.
A different opponent and venue each week, this was reflected in most graphics, featuring important values of each opposition or scenario.
Information. Innovation. Inspiration. We covered it all. And then some more.
Cleverly designing matchday templates around the team’s kit designs, we identified even more with the Stern des Südens, yet retained a style just unique enough to separate us.
The club and fans witnessed plenty of action during our time online. It was only fitting we led the party.
From international call-ups and consecutive clean sheets to emotional farewells and marquee signings, there was never a dull moment at the Säbener Straße headquarters.
Across the world, fans wanted to explore the world of der Rekordmeister, and we duly delivered.
Accepting digital graphic design requests on a regular schedule through comments and DMs, we strived to produce digital and mobile wallpaper designs personalised for each brief submitted by a fan.
Whether it be an individual player’s performance, achievement, or just for fun, we produced 2,500+ custom drawn digital assets for each fan request in our 8 years online.
Each one not only honoured a player or legend’s achievements, but also the fan’s request. In true community spirit, we produced graphics without seeking monetary values in return.
Rot & Weiß. Ein Leben lang.
From day one, BM.DNA‘s goal was to connect with fans. Not satisfied with just providing news, information, and updates, we wanted to build a global community – we identified a lacking area in the market at the time and filled it ourselves.
Creating a space where fans could come together, share thoughts, answer thoughtful questions, respond to each other, and simultaneously watch matches, we responded promptly and ensured our external face was one of a welcoming and caring community page.
Unsere Liebe. Unser Verein.
Quickly identifying a shift in social media usage and algorithms, BM.DNA refined their online activity, pursuing even more of a digital footprint than ever before.
Over 87% of posts was accompanied with an image, and content lessened in length as the rise of short-form media took its lead in the social media world.
From news & statistics to conversational topics, every update was attached with an image just as informative.
As the agenda and push for mobile activity increased, the social media algorithms leant further into this new territory. We needed to react. Quickly.
Identifying the algorithm change through statstical data records of decreasing engagement rates, BM.DNA needed something new to return to the forefront of the pack. By this time, competitive outlets had also started to creep up on our 4-year lead in the market.
The response was a new, minimalist visual identity, removing everything but the basics and the essentials. Returning to square one, we segmented our markets by engaging desktop and mobile users differently, with varying content depending on their device usage.
This was furthered by opening an online shop, accepting community-driven designs to print and sell on our marketplace. Until now, our content had been digital. Now, fans could design their own prints and we would sell them through our storefront, available to anybody worldwide. Each designer received their profits, retaining our fee-free system and ensuring the community still came first.
The achievements and experiences remain. The action does not. C’est la vie.
In January 2023, exactly 8 years since the brand and pages were founded, it was time to complete the journey. Covering Facebook, Instagram, YouTube, Discord, TikTok, and a website in these 8 years, BM.DNA needed new, fresh blood to take it even further.
The old guard was falling behind new trends. That’s life. So, after 8 years, still the sole market leader, meeting Die Roten legends such as Robert Lewandowski and Lothar Matthäus, reaching all six continents, launching a merchandise range, having content shared by and being in contact with professionals within the club and league, it was time to say goodbye.
Although the BM.DNA remains unfinished, we’re happy to call it a wrap. It’s time for another legacy, in fresh, youthful hands.
Danke für alles. Es war eine Freude.
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Alternatively, you can get in touch at contact@teambmy.org
We have a strong teamwide policy of responding to every email, so everyone who makes the effort to contact us is duly respected and responded to. We’ll get back to you within 4 business days – all year round, no exceptions!
TeamBMY 
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