When the Belgian national football team (a.k.a. the Red Devils) managed to qualify for the 2014 World Cup after years of absence, many Belgians had an opinion about how they should play and who should play. It seemed like the team had a couple of million coaches.
That's why we proposed to ERGO, a pension adviser and one of the Red Devils' sponsors, and positioning themselves as 'your pension coach', to give the Belgian fans the opportunity to give the ultimate coaching advice about the matches or how to spend their spare time to their favourite players or the entire team.
On Twitter, the advice could be given directly to the players, on Facebook the advice -unfortunately out of privacy restrictions- was posted on the user's timeline.