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 understood 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.
SUPERSPORT EURO 2016
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:
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.
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.
We created an interactive canvas that offered fans the most valuable content available, including: fixtures, highlights, statistics, and teams of the week. Business results were achieved by using this platform to drive subscription upgrade via call back during the Euro 2016 campaign.
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 Euro 2016 as they happened driving massive social engagement and platform growth.
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
1.3M clicks through to the SuperSport website from social and digital media channels
236,000 new social media followers
13x higher online coverage than the national broadcaster in South Africa