Was the First Truly Connected World Cup a Digital Success?
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description
With enhanced live coverage, catch-up TV services, exclusive online content, interactive features, huge social media integration, second-screen experiences and the ability to watch every game on any device, Brazil 2014 attempted to be a global digital event like no other. Brands, broadcasters, teams and even players themselves used digital channels to heavily interact with fans across the glove. The question is : Did Brazil 2014 live up to the digital hype?
Transcript of Was the First Truly Connected World Cup a Digital Success?
2012 MARKED THE FIRST YEAR THAT THE OLYMPIC GAMES FULLY
EMBRACED DIGITAL
LONDON 2012:
431 million official website visits
15 million app downloads
4.7 million social followers
BUT WHAT ABOUT BRAZIL 2014?
ALEX STONE - SOCIAL MEDIA MANAGER AT FIFA
@ALEXSTONE7
SENT US SOME COOL STATS
2x DAILY VISITORSCompared to 2010
47 BILLIONTotal impressions
113 MILLION Fans connected with officialWorld Cup content on mobile
24 MILLIONApp downloads -
Making it the biggest ever sports event app
451 MILLIONFacebook users reached with
official FIFA social content
1600%Growth on Instagram
857,000 +Followers since tournament began
35.6 MILLION
Tweets during the Brazil-Germany game
SPEAKERS
SANJIT ATWAL
CEO - SQUAWKA
@SANJITATWAL
SIMON FARRANT
MARKETING MANAGER - MEDIA AT PERFORM
GROUP
@SIMONJFARRANT
15 MIN Q+A AT END OF PRESENTATIONS
YOU CAN TWEET QUESTIONS TO:
#RAWSPORT(or put your hand up)
BUT...
WHO ARE
RAWNET?
We’re a collective of commercially driven digital specialists, breaking new ground, engaging end-users and stealing market share for our clients.
Working with clients such as:
“Squawka are the coolest kids on the football block right now…” Neil Smyth, Fremantle Media (and ex-Soccer AM Producer)
The next-generation football media company
Informative. Fun. Engaging.
We use football data alongside both unique & curated content to build large and engaged audiences….
….across web, tablet & mobile.
On the go During the day With friendsSecond screening
Launched in June 2012. Now one of the fastest growing football brands in digital media
The 6th biggest football site in the UK
(July/Aug 14)
Top 10 markets (2014):UK, USA, India, Netherlands, Indonesia, Kenya, South Africa, Ireland, Nigeria, Australia
Users in nearly every country & territory in the world despite only publishing in English
Winner – Top 50 Fastest Growing Businesses in UK
Winner – WCIT Emerging Entrepreneurs of the Year
“UK tech stars to take on Silicon Valley”
“British Businesses changing the World”
Also featured on:
“Disrupting the $70b fantasy sports market”
The 2014 World Cup Strategy
Informative. Fun. Engaging.
Every football fan…
….is already Tony Stark
Hip
Loved
Tooled Up
Football fan + Squawka during World Cup = …..
Power to win arguments
Ability to see further on the go
Digestible real-time content
Battle Mode
New Match Centers
Android App Release
iOS V2 Release
Comparison Matrix Expanded content team
An unbeatable combination….even when you’re just sitting around…
Results
6:38pm
6:56pm
Battle Mode
• Battle Mode is a real-time mobile prediction game launched for the World Cup
• Users pick 5 footballers for their team (including one captain) to compete across a variety of games set by the Squawka team
• The users’ teams will amass points depending on the performance of their 5 players
• The game uses real-time visualisations to keep the users updated on their team
• Leaderboards ensure users are kept engaged throughout the competition
• Prizes awarded for top teams throughout the competition
Battle Mode
The Mini-Games
Passelona | Can Touch This |
Fantastic 5
• Users have to pick the five players who they think will pass the ball the furthest successfully during
the game.
• Each player is given points according to the length of their completed passes. (E.g. Herrera completes a 80 Yard pass, he receives 80 points).
Passelona
The Mini-Games
• Users have to pick the five players who they think will have the most on-the-ball actions during
the game.
• Each player earns a point for every on-ball action they make. (E.g. Mata makes a pass = 1 point, takes a shot = 1 point, makes an interception = 1 point).
Can Touch This:
The Mini-Games
• Users have to pick the five players who they think will have the highest combined Squawka Performance Score.
• Users score points based on the Performance Score of the player. (E.g. Van Persie has a Performance Score of 60, so he earns 60 points).
In all of the above games, a user’s chosen player’s points are combined to give them their total score.
Fantastic Five:The Mini-Games
Global Media Coverage
1 of 8 companies showcased out of 300+
- Over 300 days worth of gameplay generated
- 70% recurring users- Traffic from over 2,800 cities around
the World
Supercharged Engagement
- 60% increase in daily traffic during World Cup
- 120% increase in in-game engagement
Supercharged Engagement Levels
270% daily increase in new
non-paid followers
Facebook referral traffic increased 17%
Supercharged Engagement Levels
Supercharged Engagement Levels
Brand reached over 400m impressions during the World Cup
- 15% less traffic from the UK
- 5% drop in average dwell times
- Brazil, Germany & USA became the top followed teams
The England Effect
New Activation Techniques
- Official FIFA World Cup sponsor
- Asset activation key
- Goal to increase association with football
Landing Page
Real-Time Ad Tech3rd Party Deals
“I’m thrilled that we are activating a campaign which is markedly different from the traditional approach to sponsorship support.” - Peter Robb, Marketing Comms Manager, Continental
“The partnership with Squawka allows us to put Continental at the heart of football conversations” – Ben Walton, Head of Digital, Initiative
42+ Million Impressions
#Contipredicts Global Twitter Trend
During Opening Game at FIFA World Cup
@ContiUK generated 64% uplift in new Twitter Followers
13,000+ Entries to the #Contipredicts competition
The Audience has 20 times more affinity with FIFA World Cup than average Twitter user
• Our audience is 2 x more interested in Football/Soccer than the average Twitter Audience
• And 20 x more interested in the Premier League, FIFA World Cup and England Team.
Winner Tweets
Other Complimentary Tweets
Brand KPI’s • Brand Awareness/Reputation
• Affiliation with football and the World Cup without being a sponsor
• Orders and app downloads
#TakeAwayXI
Social – Squawka run 4 hour takeaway/football pun competition on twitter for Just Eat
Followers are asked to tweet their best puns to create an
ultimate takeaway XI and win prizes.
KEY FACTS
#TakeAwayXIGlobal Twitter Trend
Trending in the UK for 2 hours
2,400 + Valid Entries to the #TakeAwayXI competition
Over 2,400+ Valid Entries
Volume of Trend
The Winners Ultimate #TakeAwayXI
“Squawka have the potential to disrupt the entire football media
ecosystem…”Caj Sohal (Ex-Head of Football, BBC)
Sanjit AtwalCo-founder & CEO@[email protected]
GET ONSIDE WITH THE DIGITAL FOOTBALL FANSimon Farrant28 August, 2014
Simon Farrant
Marketing Manager – Media at PERFORM Group
@simonjfarrant
GETTING ONSIDE WITH THE DIGITAL FOOTBALL FAN
What I’m going to cover:
- Apologise for title ‘pun’
- How did we get to this stage?
- Brazil 2014: The ‘Social’ World Cup
- Know The Fan report findings
- Questions
How did we get to this stage?
Global Premier League Viewers, 2011/12
WHAT DOES A ‘TYPICAL’ FOOTBALL FAN LOOK
LIKE?
Not this
Thankfully not this
The vast majority of football fans:
And quite a few like this
An increasing amount like this
And like this
And like this
And occasionally like this
WHAT WE USED TO PUT UP WITH
(kids these days don’t know they are born, etc)
How we used to follow football on the move
How we used to follow football at home
“Interactive” league tables
Performance data in broadcasts
“Analysis”
Moving a bit more mainstream
More pages to fill
More time to fill, more space to fill
More ways to follow
You no longer follow football
The media revolution has ensured that:
Football follows you
Which has resulted in new rights categories
There is now no doubt over the importance of digital platforms for major sporting events
The ‘Social’ World Cup
•A record 35.6 million tweets were sent during the 90-minute game
•Six of the 10 top-trending topics on Twitter were references to the match, with #BrazilvsGermany taking the top spot.
Broke the tweets-per-minute record, when the fifth goal triggered 580,601 in one minute. (33% more than the previous
record)
What is ‘Know The Fan’?• Covers 16 global markets.
• 1,000 interviews
• Representative of more than 1 billion people
• www.knowthefan.com
Online has overtaken print in all markets for the first time* Online is equal second with print media in Germany
Methods used to consume sport (figures represent the proportion of sports fans using each method to consume sport in 2014)
2nd screen use continues to grow among sports fans
While TV is the main method for sports consumption, new devices and greater connectivity
means 2nd screen is on the rise
% of sports fans that have used an internet connected device (computer, laptop, smartphone or tablet) at the same time as watching sport on TV
In many markets, as many as 9 out of 10
fans access sport online at least once
a week
Frequency of accessing sports content online
Willingness to pay for sport online
varies considerably across markets
TV is the medium through which fans spend the longest amount of time consuming sport…
Average number of hours in a week sports fans spend consuming sport on TV
2.9
2.3
3.4
2.5
2.4
3.2
2.9
2.62.5
2.5
3.6
2.8 2.9
2.7
3.3
3.2
…However, social networks continue to gain popularity as a method of sports content consumption
Average number of hours in a week sports fans spend consuming sport via social networking platforms
1.6
1.5
2.5
2.1
1.3
1.4
1.9
2.11.3
1.6
1.7
2.0 2.3
2.2
1.4
2.6
Facebook & YouTube tend to dominate fan
attention, but new platforms are
leading to wider spread
Top 5 social networking platforms used to follow sport (figure in brackets represents proportion of fans using social networking platforms to follow
sport that use each platform)
The type of content accessed and shared on social networks varies widely
The Global Sports Media Consumption Report 2014
www.knowthefan.com#knowthefan
Thank you. Questions?
@simonjfarrant
