Based on the success of the previous football related campaign, we understood that video content, timeous publishing and content founded in statistical analysis would be key to the success for the Confederations Cup content on the second screen.
SUPERSPORT CONFED CUP
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 Confederations Cup 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:
Having an established subscriber base on SuperSport’s football messaging bot meant that we were able to leverage the 60, 000 strong audience’s insatiable appetite for Confederations Cup coverage on social media. Driving tune in to the linear broadcast and streaming platform and supplementing that with highlights packages after the fixture meant that SuperSport were able to own this audience before, during and after the match.
Without the rights to show near live footage on social media platforms of goals and highlights as they happen, the team preempted key events and created GIFs that could be used in lieu of not being able to show actual footage. The speed at which we were able to get the GIFs published with eye-catching motion and colour stopped users from scrolling and start engaging with our content first.
We created an interactive tournament build-up Facebook Canvas that offered fans the most valuable content available. To date, the Confederations Cup Facebook Canvas is the most successful in SuperSport’s history with more users being engaged for longer than ever before.
73% of all online conversations pertaining to Confederations Cup on the African continent involved SuperSport
R0,04 CPV on campaign launch video on Facebook
25% CTR on Confederations Cup Google Search campaign
3.9M video views on digital videos across Facebook and YouTube during the campaign period