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Facebook application analysis presentation
Case study Facebook application “My Euro 2012 team” 2 • • • • • Client: Sava Osiguruvanje, Macedonia • Type of Business: Insurance • Company: Cyberlink Media • Cаmpaign: My Euro 2012 • Type of cаmpaign: Facebook contest • Timeline: 3 weeks 3 Along with the arrival of one of the biggest sport events of the year, Sava Osiguruvanje wanted to connect with the Macedonian audience and join the conversations about Euro 2012 Football Championship. Cyberlink developed a Facebook football application, called “My Euro 2012 team” that bets on the huge popularity of European football Championship and lets FB users to create their own football team of FB friends and compete for championship title. 4 • Acquisition of FB fans • Consumer engagement • Virally spread clients brand • Create buzz and strengthen consumer connection to clients brand • Extensive branding Every FB fan – participant in the football contest takes the role of a Football Selector, selects a favorite team flag and invites 10 FB friends to join his team. Each Facebook contest participant has options to invite friends, send unique link of his team for voting and share his team graphics on FB profiles in order to gain higher exposure and votes to win the contest. 4 5 First screen contains flags of 16 countries participants in EURO2012.The FB user chooses his favorite team flag. The choice of a country will define the color of the jerseys. 6 FB user (Football selector) assigns for each of the 10 FB friends particular positions on a field of play (goalkeepers, attacking positions etc.). Every team formation screen has unique link for voting and predefined comment Facebook plugin is attached, in order participants to motivate their friends to vote and winning in the contest. 7 7 8 Each football team is displayed with: • the name of football selector • the name of the football representation • position in the list • number of votes • date of creation. All participants in the contest are automatically generated in a rank list by the number of votes of FB users. Also, there is a TOP 5 rank list for football teams on a daily basis. 9 • Weekly peak with 14,000 new fans (source: socialnumbers.com), • Fan base growth 139% • More than 70% of the FB connected persons of Macedonia actively talking about this campaign • More than 3000 football teams • More than 33.000 fans participants in the game 9 10 Share this case study! [...]...USA Office Share this case study! EU Office Macedonia Office 11