Case Study: Digital Campaign for a Sports Portal

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  • High Speed Digital Communication Activities

Transcript

  • 1. HSDCA
    Egypt vs. Algeria: Quest for 1m pageviews…
  • 2. The Brief & Objectives
    Obtain 1m page views on the Eurosport Arabia website on the day of the Egypt vs. Algeria football game
  • 3. We developed 7 digital activities
  • 4. 1
  • 5. Received 26 ideas3 of which were implemented
  • 6. 2
  • 7. Achieved 120,000 Click Throughs(MSN forecasted of 50,000)
  • 8. Sat, 2010 – 01 – 28 11:15
    A Press Release:In English, Arabic, and French sent to most regional media. Talked about Eurosport Arabia in Arabic sports forums.
    3
  • 9. - No traditional media covered it- All websites copied/covered it - Got 10,000 clicks from Forums
  • 10. 4th Initiative:
    Fadi
    SEM Campaigns
    Multiple Arabic SEM Campaigns leading people to:
    Vote for their winner (Polls)
    Chat about their teams (Chatroom)
    Follow the game live (LiveBox)
    SEM Campaigns
    Multiple Arabic SEM Campaigns leading people to:
    Vote for their winner / (Polls)
    Chat about their teams (Chatroom)
    Follow the game live (LiveBox)
    4
  • 11. Jan 28: 60,000 clicks, 1.46% CTRJan 29: 92,000 clicks, 1.83% CTR
  • 12. Make sure you do any amendments here
    5
  • 13. Got over 50 retweets by influencers
  • 14. Created and advertised a Facebook Page for Egypt vs. Algeria and branded it Eurosport Arabia.
    6
  • 15. - 1000 Fans (likes)- More than3,000 comments and posts- Most popular page on the topic
  • 16. We also ran a Display
    advertising campaign 
    7
  • 17. 4.3m impressions0.5% CTR
  • 18. The Results
    Game Score: Egypt 4 – Algeria 0
    Website with highest referrals: MSN Messenger
    Most visiting country: Egypt
    Page Views Achieved: 1,040,000