In order to create a personalised brand experience with SuperSport and their customers individual football preferences, our digital and social media content executions had to satisfy our 10 million fans’ appetites.
2017 NEW FOOTBALL SEASON
In the run-up to the New Football Season in August, @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:
Through the use of a Twitter chatbot, we were able to offer subscribed online community members tangible value at scale, across the continent on a daily basis throughout the campaign. Over 60,000 Africans subscribe to receive SuperSport’s personalized reminders on Twitter every week.
We created an interactive canvas that offered fans the most valuable content available, including a full breakdown of all football tournaments and leagues that would be available on SuperSport for the coming season. This innovative Facebook publishing tool allowed us to give fans a comprehensive digital experience that build hype and drives viewership of South Africa’s favourite sport.
REAL-TIME VIDEO HIGHLIGHTS:
We understood that people come to Twitter for a live experience of what’s happening around the globe. By sharing real-time clips from the broadcast, we could spread the best moments from the New Football Season as they happened, driving massive social engagement and platform growth.
37 times more active on Social Media in Africa than the second most prolific author in Football
13% share of voice for football in Africa – 1 in every 7.6 conversations about football across the continent involves SuperSport
60,000 opt-in subscriptions to our weekly reminders on Twitter, resulting in over 2,2 million personalized interactions over the course of the season
10M video views across social media channels in 3 months with an average completion rate of 21.5%
250,000 new fans on Social Media platforms for SuperSport as a direct result of the New Football Season campaign
1,4M Social Media engagements across platforms (likes, comments, shares, retweets, clicks to website)