ITV sought to break into the FIFA 2014 World Cup noise by implementing a social campaign focused on user-generated content. The result? The world chimed in to show their #Goalface.
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ITV, the biggest commercial broadcaster in the UK, launched a unique social media campaign around the 2014 World Cup in order to drive engagement among fans and offer creative social sponsorship opportunities for advertisers. ITV created a fun and innovative social media program: #Goalface, which encouraged fans to share their own #Goalface pictures and video via Twitter. Using Spredfast technology, ITV created a digital microsite to display #Goalface photos and encourage social voting on ITV.com. The broadcaster also highlighted the activity on-air to drive social engagement and microsite traffic. ITV Selects Spredfast for #Goalface Campaign Case Study 1
Transcript
ITV, the biggest commercial broadcaster in the UK, launched a unique social media campaign around the 2014 World Cup in order to drive engagement among fans and offer creative social sponsorship opportunities for advertisers.
ITV created a fun and innovative social media program: #Goalface, which encouraged fans to share their own #Goalface pictures and video via Twitter. Using Spredfast technology, ITV created a digital microsite to display #Goalface photos and encourage social voting on ITV.com. The broadcaster also highlighted the activity on-air to drive social engagement and microsite traffic.
ITV Selects Spredfast for#Goalface Campaign
Case Study
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Case Study
Objectives: • Engage fans and build viewership for World Cup
• Integrate social media with live sports event coverage
• Create engaging, interactive and meaningful social conversations
• Build revenue through social sponsorship opportunities
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Strategy: ITV built the #Goalface campaign to encourage viewers to share their best #Goalface photos and videos on Twitter.
The broadcaster supported the program using Spredfast technology to create a microsite that included a social scrubber that displayed a timeline of all the #Goalface pictures posted on social media, a daily social vote that chose four of the best, funniest, or worst #Goalface images, a call-out encouraging viewers to tweet their #Goalface, and a counter that showed the number of #Goalface Tweets. The microsite also offered three locations for sponsored content: in the header, in the footer and as a link hidden in the timeline content.
To support the #Goalface campaign, ITV highlighted the campaign on-air during the tournament. ITV also ran daily hashtag polling and had ITV talent post their own #Goalface pictures. By collaborating across teams – marketing, production, online, and commercial departments – ITV ensured an immersive experience for the #Goalface campaign.
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Want to Learn More?Visit us at spredfast.com or email us at [email protected]
Overall Social Marketing Results:
" It was very exciting to be able to offer fans the opportunity to share their best #Goalfaces through our unique social media campaign for the 2014 World Cup and drive engagement with interactive polls across the tournament."Rayane Warwick Multiplatform Solutions Manager, ITV
Engaging content: the campaign achieved more than 50 million impressions
50M IMPRESSIONS
Case Study
Sponsorship success: Sony selected as the primary sponsor for the campaign
