To say fans were shook is an understatement.
After Egyptian footballer and all-round legend Mo Salah left 40 million people reeling when he posted a mysterious tweet ‘2019 resolution: Time to get in touch, for real’ on his feed before disappearing entirely from social media. But follow up posts have revealed there’s more to the social media hiatus than you may have first thought.
The message is crystal clear
It looks like a global logistics brand had an important part to play in what looks like a ‘social experiment’. DHL Express, one of the biggest names in global logistics, partnered with Salah to send a thought-provoking message.
The internet was asking questions after Salah’s account was deactivated and DHL Express tapped into these conversations, igniting even more mystery saying it could connect fans to the football star. The intrigue was REAL. DHL Express posted website links (www.dhlconnectsyou.com) which revealed people can compete to send their personalized gifts to Salah and the story evolved.
Shortly after Salah’s reconnection, he posted a video that went viral featuring real fans who have been trying to reach out for the star in the past months and finally managed to deliver him their most valuable gifts via DHL.
THANKFULLY Salah’s profiles are back up and running and the mystery is no more
He even shared snaps of the packages he received from DHL, who also shared footage of the delivery process.
A ‘Social Experiment’ like this on social media shows the sheer power of the human network
The endless tweets and conversations that resulted from this were pretty extraordinary. Mo Salah is adored by fans worldwide and the online debate blew up when he went MIA from social media. Like DHL Express, he has the innate power to bring people together both on and off the pitch.
In a tech obsessed world, we can forget the importance of the human touch, but DHL Express – The Human Network; which handles billions of packages from across the world everyday, are sending an important message to internet users everywhere. The brand is highlighting simply HOW important human interactions can be and it is reviving the human network…hurrah! WE are far superior than tech, lets make interactions human again!
Nour Suliman, CEO DHL Express MENA commented, “With this partnership we aim to inspire people to build stronger human connections. DHL’s strength lies in our network that connects people; it is through this network that we grow with quality. Mohamed Salah has the ability to bring people together no matter where they are, they bond through their love of the game and the player that represents it. This is the message we aim to spread, by taking a moment in today’s technology led world to reach out to one another, we unequivocally improve our lives.”