Viessmann, the family-owned manufacturer of heating systems, unveiled the #WirLebenWinter campaign with the aim of creating both brand awareness and brand engagement among a younger audience.

WirLebenWinter.de, which translates into English as "we live winter", is a social media hub that pools all of the most important winter sports-related social media content.

The hashtag #WirLebenWinter was created in a bid to give Facebook, Twitter and Instagram users behind-the-scenes insights.

"We have thought about our sponsorship strategy and evaluated if it still suits the market," said Viessmann sponsorship manager Kristin Braehler.

"Classic sponsorship and branding through television no longer allows us to engage with the wider audience.

"The new campaign which was launched in cooperation with a specialised agency adds tremendous value to our brand communication."

The campaign offers exclusive content and strives to give fans the opportunity to be integrated into the winter sports community through direct dialogue.

It does so by involving the athletes who are sponsored by the company and serve as brand ambassadors, including Nordic combined superstars Eric Frenzel and Johannes Rydzek - both of whom are from Germany.