Online and social marketing for FIFPro
Hoofddorp, March 23rd 2012
My name is Dimi Albers, I work at Tam Tam (not TomTom), a digital marketing agency
in the Netherlands
An interactive Facebook campaign for the
FIFA FIFPro World XI 2011
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The FIFA FIFPro World XI (as part of the FIFA Ballon d’Or Gala) gives
FIFPro a tremendous opportunity to gain more worldwide visibility
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Through an interactive Facebook campaign we shot for an enormous
amount of Likes with the goal of forming a sustainable online fan
community.
How?
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We offered football fans around the world a chance to win the
THE ultimate fan experience
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They could share the stage with The FIFA FIFPro World XI.
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And….You never walk alone!
Concept
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Predict the FIFA FIFPro World XI on FacebookCompete for FIFA Ballon d’Or Gala tickets
For you and ten of your friends
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in short:Your XI meets the FIFA FIFPro World XI
How to reach the audience
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We asked players and clubs to promote this competition
primarily through Facebook & Twitter.
Press release +
= 2.000 Likes
David Villa(3M fans)+ 6.000 Likes
Chelsea, Liverpool & Spurs(>15M fans)+ 2.000 Likes
Neymar voting ballot in press+ 4.000 likes
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Total: Over 15.000 likes
Over 10.000 predictionsOver 5.000 Friends Teams
Thousands of mentions, teamphotos and activities
33 winners of shirts and footballs
And one lifetime experience for Sebastion Yalle Yale!
So what now?
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Social Media is about the long run
Gary Vaynerchuck
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Keep the community alive with content that they like. Think short
video’s, maybe some contests with prizes and don’t forget the
more serious subjects.Don’t be intrusive, update once a
week or so.
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Think about the 2012 World XI…
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Can we start earlier?And involve the public?
Work with players earlier and succesfully?
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And think about these guys for a minute…
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And how about national XI voting?There’s an (Facebook) app for that! ;)
or at least invite 15.000 football fans to compete through our Timeline
Inspiration for other FIFPro opportunities
Gary Vaynerchuck
Think about the gap between Messi and the players in our Blackbook
Sensoor
Benetton
Scheepvaartmuseum
Virgin