In order to create great real-time content a dedicated team worked in the build up to, and live during selected games.
The team met daily to make sure they were up to speed on every story, every potential outcome and every detail. We separated events into those that will happen, those that are likely to happen and those that might.
Each team member had their specific role on matchday, including a creative director, stat man, live photography manager, copywriter, graphic designer and community manager. As a collective the team was responsible for coming up with ideas.
We focused on four key elements to ensure success:
1. Speed/turn-around time
2. Selection and treatment of images
3. Pithy captions/headlines
4. Resonant and relevant copy
Content was made up of the following, always including #SSFootball and #WorldCup:
– Build up
– Live in-play reactive
– Post match
Posts were sent out within 6 minutes of occurrences/incidents during play.
The campaign accounted for 425 pieces of content across 19 selected World Cup fixtures from 12 June -13 July 2014.