EURO 2016

CLIENT: SUPERSPORT

SIMPLE

Football fans in Africa follow the European Championship for the big teams and the big players; they are not driven by team loyalty. We also understand that people come to Twitter for a live experience of what’s happening around the globe. We created social media content streams to deliver exactly what the fans wanted, when they wanted it.

CREATIVE

In the run-up to Euro 2016, @SuperSportTV, which provides premium pay-television sports coverage across Africa, wanted to entrench itself as the best destination for football content, driving tune-in for live games, match buildups and analysis. Knowing that fans love to discuss football on social media platforms, it aimed to win engagement and share of voice on those channels. Here’s how we did it:

  1. Automated Reminders

By re-looking at the way chat-bots are used, we were able to offer subscribed online community members tangible value at scale across the continent on a daily basis throughout the campaign.

  1. On the ground content:

Behind the scenes content with John Dykes, was effective in offering fans something unique in an African context and had a positive impact on sentiment and promoting SuperSport’s pundits and expert analysis.

  1. Facebook Canvas:

We created an interactive Canvas that offered fans the most valuable content available, including: fixtures, highlights, statistics, and team of the week. Business results were achieved by using this platform to drive subscription upgrade via call back during the Euro 2016 campaign.

  1. Real-time Video Highlights:

We understood that people come to Twitter for a liver experience of what’s happening around the globe. By sharing real-time clips from the broadcast, we could spread the best moments from Euro 2016 as they happened driving massive social engagement and platform growth.

IMPACT

20%

of all conversations pertaining to Euro 2016 on the African continent involved SuperSport.

1

Global Twitter case study for SuperSport’s Euro 2016 coverage on the platform.

1,3 million

clicks through to the SuperSport website from social and digital media channels.

236,000

new social media followers

13x

higher online coverage that the national broadcaster in South Africa