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Case Study
Schlager.de Fan App
Schlager.de Fan App
Schlager.de Fan App
How Schlager.de turned platform dependency into direct fan engagement with a mobile app that blends content, community and entertainment.
How Schlager.de turned platform dependency into direct fan engagement with a mobile app that blends content, community and entertainment.
How Schlager.de turned platform dependency into direct fan engagement with a mobile app that blends content, community and entertainment.
About Schlager.de
About Schlager.de
About Schlager.de
Schlager.de, now part of the FUNKE Digital family, is Germany’s leading digital platform for Schlager music. As one of the country’s most enduring genres, Schlager is known for its catchy melodies, emotional lyrics and a loyal, passionate fan base. With a mix of breaking news, exclusive artist interviews, social updates, interactive content and behind-the-scenes stories, Schlager.de has become the go-to destination for millions of fans across the German-speaking world.
Originally founded by Deutsche Medienportale GmbH, Schlager.de built an impressive digital presence, particularly through its strong performance on channels like Google Discover. Its editorial voice, curated social content and signature fan voting formats have consistently driven high engagement and visibility.
In January 2024, Schlager.de was acquired by FUNKE Digital, the digital arm of the Essen-based FUNKE Mediengruppe. As one of Germany’s most respected media companies, FUNKE brings decades of editorial expertise and a broad multimedia portfolio. The acquisition reflects a clear strategy to expand FUNKE’s digital entertainment offering. Schlager.de now operates alongside well-known titles such as DER WESTEN, BERLIN LIVE and Moin.de, under the editorial leadership of Bettina Steinke, with operational management by Katrin Voigt and Dominik Göttker.
Today, Schlager.de remains at the heart of the Schlager community. Backed by FUNKE’s infrastructure and cross-platform reach, the platform continues to grow while staying true to the passion and energy that define the genre and its fans.
Schlager.de, now part of the FUNKE Digital family, is Germany’s leading digital platform for Schlager music. As one of the country’s most enduring genres, Schlager is known for its catchy melodies, emotional lyrics and a loyal, passionate fan base. With a mix of breaking news, exclusive artist interviews, social updates, interactive content and behind-the-scenes stories, Schlager.de has become the go-to destination for millions of fans across the German-speaking world.
Originally founded by Deutsche Medienportale GmbH, Schlager.de built an impressive digital presence, particularly through its strong performance on channels like Google Discover. Its editorial voice, curated social content and signature fan voting formats have consistently driven high engagement and visibility.
In January 2024, Schlager.de was acquired by FUNKE Digital, the digital arm of the Essen-based FUNKE Mediengruppe. As one of Germany’s most respected media companies, FUNKE brings decades of editorial expertise and a broad multimedia portfolio. The acquisition reflects a clear strategy to expand FUNKE’s digital entertainment offering. Schlager.de now operates alongside well-known titles such as DER WESTEN, BERLIN LIVE and Moin.de, under the editorial leadership of Bettina Steinke, with operational management by Katrin Voigt and Dominik Göttker.
Today, Schlager.de remains at the heart of the Schlager community. Backed by FUNKE’s infrastructure and cross-platform reach, the platform continues to grow while staying true to the passion and energy that define the genre and its fans.
Schlager.de, now part of the FUNKE Digital family, is Germany’s leading digital platform for Schlager music. As one of the country’s most enduring genres, Schlager is known for its catchy melodies, emotional lyrics and a loyal, passionate fan base. With a mix of breaking news, exclusive artist interviews, social updates, interactive content and behind-the-scenes stories, Schlager.de has become the go-to destination for millions of fans across the German-speaking world.
Originally founded by Deutsche Medienportale GmbH, Schlager.de built an impressive digital presence, particularly through its strong performance on channels like Google Discover. Its editorial voice, curated social content and signature fan voting formats have consistently driven high engagement and visibility.
In January 2024, Schlager.de was acquired by FUNKE Digital, the digital arm of the Essen-based FUNKE Mediengruppe. As one of Germany’s most respected media companies, FUNKE brings decades of editorial expertise and a broad multimedia portfolio. The acquisition reflects a clear strategy to expand FUNKE’s digital entertainment offering. Schlager.de now operates alongside well-known titles such as DER WESTEN, BERLIN LIVE and Moin.de, under the editorial leadership of Bettina Steinke, with operational management by Katrin Voigt and Dominik Göttker.
Today, Schlager.de remains at the heart of the Schlager community. Backed by FUNKE’s infrastructure and cross-platform reach, the platform continues to grow while staying true to the passion and energy that define the genre and its fans.
Essen, Germany
Headquarters
Headquarters
2011
Founded
Essen, Germany
Headquarters
2011
Founded
Publishing
Industry
Publishing
Industry
35+
Company Size
Challenges
Challenges
Challenges
Visibility without certainty
Visibility without certainty
Visibility without certainty
The strong reach that Schlager.de achieved through search engines and social media revealed the immense potential of the Schlager community. To build on this success sustainably and further strengthen the Schlager.de brand, FUNKE Digital set out with a clear strategy: to develop its own digital touchpoints. By expanding its website and, above all, launching a native app, Schlager.de aimed to establish direct, independent communication channels to its fans, creating a foundation for lasting brand loyalty.
The strong reach that Schlager.de achieved through search engines and social media revealed the immense potential of the Schlager community. To build on this success sustainably and further strengthen the Schlager.de brand, FUNKE Digital set out with a clear strategy: to develop its own digital touchpoints. By expanding its website and, above all, launching a native app, Schlager.de aimed to establish direct, independent communication channels to its fans, creating a foundation for lasting brand loyalty.
The strong reach that Schlager.de achieved through search engines and social media revealed the immense potential of the Schlager community. To build on this success sustainably and further strengthen the Schlager.de brand, FUNKE Digital set out with a clear strategy: to develop its own digital touchpoints. By expanding its website and, above all, launching a native app, Schlager.de aimed to establish direct, independent communication channels to its fans, creating a foundation for lasting brand loyalty.
No community, no ownership
No community, no ownership
No community, no ownership
Despite millions of fans, Schlager.de lacked a dedicated space to bring them together. Conversations happened on social media, out of reach of the brand. There was no platform to host discussions, drive loyalty or foster a real sense of community around the content, artists and events.
Despite millions of fans, Schlager.de lacked a dedicated space to bring them together. Conversations happened on social media, out of reach of the brand. There was no platform to host discussions, drive loyalty or foster a real sense of community around the content, artists and events.
Despite millions of fans, Schlager.de lacked a dedicated space to bring them together. Conversations happened on social media, out of reach of the brand. There was no platform to host discussions, drive loyalty or foster a real sense of community around the content, artists and events.
Engagement without conversion
Engagement without conversion
Engagement without conversion
Without sign-ups or direct engagement, most users remained anonymous. Editorial formats like artist votings, giveaways and quizzes were popular, but they couldn’t be leveraged to build lasting fan relationships or capture valuable first-party data.
Without sign-ups or direct engagement, most users remained anonymous. Editorial formats like artist votings, giveaways and quizzes were popular, but they couldn’t be leveraged to build lasting fan relationships or capture valuable first-party data.
Without sign-ups or direct engagement, most users remained anonymous. Editorial formats like artist votings, giveaways and quizzes were popular, but they couldn’t be leveraged to build lasting fan relationships or capture valuable first-party data.
Monetisation limits
Monetisation limits
Monetisation limits
With revenue tied to platform traffic, monetisation depended on pageviews and CPMs. FUNKE wanted to move beyond these constraints and explore new models such as gamification, sweepstakes, loyalty mechanics and premium fan experiences that traditional web formats could not fully support.
With revenue tied to platform traffic, monetisation depended on pageviews and CPMs. FUNKE wanted to move beyond these constraints and explore new models such as gamification, sweepstakes, loyalty mechanics and premium fan experiences that traditional web formats could not fully support.
With revenue tied to platform traffic, monetisation depended on pageviews and CPMs. FUNKE wanted to move beyond these constraints and explore new models such as gamification, sweepstakes, loyalty mechanics and premium fan experiences that traditional web formats could not fully support.
tchop.io helped us turn our Schlager.de audience into an engaged, connected fan community — all through one powerful, easy-to-manage platform.
tchop.io helped us turn our Schlager.de audience into an engaged, connected fan community — all through one powerful, easy-to-manage platform.
Leo Garb
Leo Garb
Director Product, FUNKE Digital Publishing
Director Product, FUNKE Digital Publishing
From vision to reality
From vision to reality
From vision to reality
One app for everything Schlager
One app for everything Schlager
One app for everything Schlager
tchop™ helped FUNKE launch a fully branded mobile app for Schlager.de, combining all content formats: news, videos, social posts, podcasts and radio clips, into a single fan experience. The app also introduced features that transformed audience behaviour, such as a real-time feed, push alerts, community chat, artist-specific channels and gamified engagement.
tchop™ helped FUNKE launch a fully branded mobile app for Schlager.de, combining all content formats: news, videos, social posts, podcasts and radio clips, into a single fan experience. The app also introduced features that transformed audience behaviour, such as a real-time feed, push alerts, community chat, artist-specific channels and gamified engagement.
tchop™ helped FUNKE launch a fully branded mobile app for Schlager.de, combining all content formats: news, videos, social posts, podcasts and radio clips, into a single fan experience. The app also introduced features that transformed audience behaviour, such as a real-time feed, push alerts, community chat, artist-specific channels and gamified engagement.
Content meets community
Content meets community
Content meets community
Dedicated star channels feature everything about top Schlager artists, including social posts, YouTube videos, fan threads and polls. Community tools allow users to react, comment and discuss, all within a positive, moderated environment. More than one third of users engage with comments or threads within their first three sessions.
Dedicated star channels feature everything about top Schlager artists, including social posts, YouTube videos, fan threads and polls. Community tools allow users to react, comment and discuss, all within a positive, moderated environment. More than one third of users engage with comments or threads within their first three sessions.
Dedicated star channels feature everything about top Schlager artists, including social posts, YouTube videos, fan threads and polls. Community tools allow users to react, comment and discuss, all within a positive, moderated environment. More than one third of users engage with comments or threads within their first three sessions.
Curation and conversion
Curation and conversion
Curation and conversion
In addition to original editorial content, the team curates snackable formats from social media, memes and fan submissions to enrich the feed. Community features drive higher conversion. Around 90 percent of users register via email or social login within their first three sessions, which is well above the industry average for news apps.
In addition to original editorial content, the team curates snackable formats from social media, memes and fan submissions to enrich the feed. Community features drive higher conversion. Around 90 percent of users register via email or social login within their first three sessions, which is well above the industry average for news apps.
In addition to original editorial content, the team curates snackable formats from social media, memes and fan submissions to enrich the feed. Community features drive higher conversion. Around 90 percent of users register via email or social login within their first three sessions, which is well above the industry average for news apps.
Gamification and loyalty
Gamification and loyalty
Gamification and loyalty
Sweepstakes, challenges and giveaways with monthly rewards worth over €50,000 keep fans coming back. With a gamified structure and fresh incentives each month, engagement has become intentional and consistently strong.
Sweepstakes, challenges and giveaways with monthly rewards worth over €50,000 keep fans coming back. With a gamified structure and fresh incentives each month, engagement has become intentional and consistently strong.
Sweepstakes, challenges and giveaways with monthly rewards worth over €50,000 keep fans coming back. With a gamified structure and fresh incentives each month, engagement has become intentional and consistently strong.
tchop™ features utilised
tchop™ features utilised
tchop™ features utilised
Schlager.de leverages a full suite of tchop™ features designed specifically for media and entertainment brands to combine editorial excellence with community-first engagement:
Content curation engine: The platform integrates content manually and automatically from editorial sources, social media channels (like Facebook, Instagram, YouTube), memes and multimedia feeds. The result is a rich, always-fresh stream of snackable content for fans.
Dedicated star channels: Artist-specific content is presented through custom “Mixes” that showcase news, videos and social updates in one place. Each star becomes a hub of discovery and conversation, strengthening loyalty around top talent.
Community engagement tools: Real-time chat groups, threaded discussions, comments, emoji reactions and polls invite fans to actively participate. More than one-third of users engage within their first three sessions, turning readers into community members.
Push notifications: Automated and editorial push alerts notify fans when new content drops, whether it’s an artist update or a podcast episode. This brings users back without requiring manual follow-up from the team.
Gamification modules: Points, badges, leaderboards and recurring prize giveaways incentivise consistent activity. Fans are not just browsing; they are playing, competing and returning.
Seamless social login: Sign-up is frictionless with options via email, Facebook or Google. Thanks to community features, 90 percent of users register within their first three sessions. This is far above the industry average for news apps.
Interactive formats: Built-in tools like polls, votes, quizzes and sweepstakes empower the editorial team to engage users without needing extra development resources. These formats enrich the fan experience around content and events.
Advanced analytics dashboard: FUNKE Digital benefits from full data ownership and real-time visibility into user behaviour, engagement patterns, conversion rates and content performance. This enables smarter, data-informed decisions for product and content teams.
Schlager.de leverages a full suite of tchop™ features designed specifically for media and entertainment brands to combine editorial excellence with community-first engagement:
Content curation engine: The platform integrates content manually and automatically from editorial sources, social media channels (like Facebook, Instagram, YouTube), memes and multimedia feeds. The result is a rich, always-fresh stream of snackable content for fans.
Dedicated star channels: Artist-specific content is presented through custom “Mixes” that showcase news, videos and social updates in one place. Each star becomes a hub of discovery and conversation, strengthening loyalty around top talent.
Community engagement tools: Real-time chat groups, threaded discussions, comments, emoji reactions and polls invite fans to actively participate. More than one-third of users engage within their first three sessions, turning readers into community members.
Push notifications: Automated and editorial push alerts notify fans when new content drops, whether it’s an artist update or a podcast episode. This brings users back without requiring manual follow-up from the team.
Gamification modules: Points, badges, leaderboards and recurring prize giveaways incentivise consistent activity. Fans are not just browsing; they are playing, competing and returning.
Seamless social login: Sign-up is frictionless with options via email, Facebook or Google. Thanks to community features, 90 percent of users register within their first three sessions. This is far above the industry average for news apps.
Interactive formats: Built-in tools like polls, votes, quizzes and sweepstakes empower the editorial team to engage users without needing extra development resources. These formats enrich the fan experience around content and events.
Advanced analytics dashboard: FUNKE Digital benefits from full data ownership and real-time visibility into user behaviour, engagement patterns, conversion rates and content performance. This enables smarter, data-informed decisions for product and content teams.
Schlager.de leverages a full suite of tchop™ features designed specifically for media and entertainment brands to combine editorial excellence with community-first engagement:
Content curation engine: The platform integrates content manually and automatically from editorial sources, social media channels (like Facebook, Instagram, YouTube), memes and multimedia feeds. The result is a rich, always-fresh stream of snackable content for fans.
Dedicated star channels: Artist-specific content is presented through custom “Mixes” that showcase news, videos and social updates in one place. Each star becomes a hub of discovery and conversation, strengthening loyalty around top talent.
Community engagement tools: Real-time chat groups, threaded discussions, comments, emoji reactions and polls invite fans to actively participate. More than one-third of users engage within their first three sessions, turning readers into community members.
Push notifications: Automated and editorial push alerts notify fans when new content drops, whether it’s an artist update or a podcast episode. This brings users back without requiring manual follow-up from the team.
Gamification modules: Points, badges, leaderboards and recurring prize giveaways incentivise consistent activity. Fans are not just browsing; they are playing, competing and returning.
Seamless social login: Sign-up is frictionless with options via email, Facebook or Google. Thanks to community features, 90 percent of users register within their first three sessions. This is far above the industry average for news apps.
Interactive formats: Built-in tools like polls, votes, quizzes and sweepstakes empower the editorial team to engage users without needing extra development resources. These formats enrich the fan experience around content and events.
Advanced analytics dashboard: FUNKE Digital benefits from full data ownership and real-time visibility into user behaviour, engagement patterns, conversion rates and content performance. This enables smarter, data-informed decisions for product and content teams.
This product gives us powerful tools to boost fan engagement — from live feeds and polls to gamification features that keep users coming back.
This product gives us powerful tools to boost fan engagement — from live feeds and polls to gamification features that keep users coming back.
Tobias Stetter
Tobias Stetter
Project Lead, Schlager.de, FUNKE Digital
Project Lead, Schlager.de, FUNKE Digital
Impressive results
Impressive results
Impressive results
The launch of the Schlager.de app marked a turning point in how the brand connects with its fanbase, shifting from passive reach to active, owned engagement.
Key benefits realised include:
Deeper user engagement: More than one-third of users interact with comments, threads or chat features within their first three sessions, turning casual readers into active community members.
Stronger retention: Gamified elements, artist channels and interactive formats keep users coming back, increasing session frequency and building long-term loyalty.
Exceptional sign-up rates: With 90 percent of new users registering early via email or social login, the app delivers a direct path to personalisation, segmentation and monetisation.
Richer fan experiences: Features like dedicated artist hubs, voting tools and giveaways offer fans more than just news, driving meaningful connection and repeat visits.
Smarter decisions with better data: FUNKE Digital now has real-time insights into user behaviour, content performance and engagement patterns, empowering data-informed editorial and product strategies.
Independence from algorithms: By owning the mobile channel, Schlager.de reduces dependency on platforms like Google Discover and gains full control over audience relationships.
The launch of the Schlager.de app marked a turning point in how the brand connects with its fanbase, shifting from passive reach to active, owned engagement.
Key benefits realised include:
Deeper user engagement: More than one-third of users interact with comments, threads or chat features within their first three sessions, turning casual readers into active community members.
Stronger retention: Gamified elements, artist channels and interactive formats keep users coming back, increasing session frequency and building long-term loyalty.
Exceptional sign-up rates: With 90 percent of new users registering early via email or social login, the app delivers a direct path to personalisation, segmentation and monetisation.
Richer fan experiences: Features like dedicated artist hubs, voting tools and giveaways offer fans more than just news, driving meaningful connection and repeat visits.
Smarter decisions with better data: FUNKE Digital now has real-time insights into user behaviour, content performance and engagement patterns, empowering data-informed editorial and product strategies.
Independence from algorithms: By owning the mobile channel, Schlager.de reduces dependency on platforms like Google Discover and gains full control over audience relationships.
The launch of the Schlager.de app marked a turning point in how the brand connects with its fanbase, shifting from passive reach to active, owned engagement.
Key benefits realised include:
Deeper user engagement: More than one-third of users interact with comments, threads or chat features within their first three sessions, turning casual readers into active community members.
Stronger retention: Gamified elements, artist channels and interactive formats keep users coming back, increasing session frequency and building long-term loyalty.
Exceptional sign-up rates: With 90 percent of new users registering early via email or social login, the app delivers a direct path to personalisation, segmentation and monetisation.
Richer fan experiences: Features like dedicated artist hubs, voting tools and giveaways offer fans more than just news, driving meaningful connection and repeat visits.
Smarter decisions with better data: FUNKE Digital now has real-time insights into user behaviour, content performance and engagement patterns, empowering data-informed editorial and product strategies.
Independence from algorithms: By owning the mobile channel, Schlager.de reduces dependency on platforms like Google Discover and gains full control over audience relationships.
Other interesting stories
Build your fan-first platform with tchop™
Want to engage your audience like never before? Try tchop™ with a branded app tailored to your community and content.
Request your free branded app
Build your fan-first platform with tchop™
Want to engage your audience like never before? Try tchop™ with a branded app tailored to your community and content.
Request your free branded app
Build your fan-first platform with tchop™
Want to engage your audience like never before? Try tchop™ with a branded app tailored to your community and content.
Request your free branded app
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