Inter won the 19th Scudetto in their history and the content produced by Inter Media House, created with the support of the creative agency Alkemy, achieved record-setting numbers
I M Scudetto, the tagline used to celebrate the newly-crowned champions of Italy, was continuously posted as part of the I M identity, which was launched on 30 March to coincide with the Club’s new visual identity. The word “Scudetto” was joined with the I M expression, thereby rendering it an important element of the Club’s heritage.
The graphic posted to celebrate the victory, which was posted on Inter's social channels, racked up more than 26 million impressions, as well as levels of engagement close to a million and a half users.
From Milan to the rest of the world, the graphic and the I M Scudetto expression filled the cities and streets – from the billboards at Piazza XXV Aprile in Milan to the skyscrapers of the Chinese metropolis of Chongqing, and an incredible light show using drones in the skies over Shanghai. The relevance of this was embellished by the numbers seen on Douyin and Weibo, where the hashtag dedicated to the Nerazzurri triumph recorded over 180 million reads, climbing up the ranking of trending topics. The hero video also put up some extraordinary numbers, with more than 5.8 million impressions and 400,000 interactions.
Inter’s Twitch channel was also born following the victory in order to develop dialogue with the community there and with the younger generations. In this case, too, the response from the fanbase was astonishing, with 14,000 new followers in little more than a month. Inter’s official Podcast was also on the receiving end of some record results; in the months of April and May 2021, it was the most widely listened-to football podcast on Spotify in Italy.
From 2 to 23 May, Inter Media House produced almost 1,000 pieces of original content, generating 283 million impressions, 67 million video views and over 22.5 million interactions over all platforms.