LiveXtention                     live contents for extended brandsInterconnection, by pchweat on Flickr: http://www.flickr...
Communication strategy: the official              Fantacalcio is in Facebook  Background   Fantacalcioville started in Se...
Creative approach: the Facebook official                   Fantacalcio + the -ville          Facebook ads highlighted the...
The results                                0,39 € cost per install      Key points:       27 days of campaign, in a time ...
GrazieLiveXtension, a Digital Magics CompanyVia Orobia 3, 20139 MilanoTel. +39 02 52.505.1Fax +39 02 52505.616          ww...
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Fantacalcioville on Facebook

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Fantacalcioville on Facebook. Case study. Acquisition and retention campaign. February 2011

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Fantacalcioville on Facebook

  1. 1. LiveXtention live contents for extended brandsInterconnection, by pchweat on Flickr: http://www.flickr.com/photos/pchweat/290713085/ 6 March 2012
  2. 2. Communication strategy: the official Fantacalcio is in Facebook Background  Fantacalcioville started in September 2011 as a Facebook app  The app was developed by the Digital Magics’ company Goods’n’Games, for Gruppo L’Espresso  L’Espresso was already managing the historical fantasy football web game fantacalcio.it Fantacalcioville was going to be the official Facebook app of the official Fantacalcio game  The app quickly became one of the most popular in Italy, close to 200,000 active monthly users  LiveXtension was appointed to improve users acquisition and retention, with a mid season advertising campaign and the daily management of the official Facebook page Strategy  The community of fans was involved every day with at least 3 posts, featuring players’ pictures (where users can tag themselves), polls and news about the game (injured players, results, etc.)  New users were recruited with a CPA-optimized multi-campaign, managed with Optim.al  Sponsored Stories were largely used, especially during the game peak hours (before the weekends, when people log in to manage their teams; and after the weekend, when scores and results become public) 2©LX
  3. 3. Creative approach: the Facebook official Fantacalcio + the -ville  Facebook ads highlighted the officiality of this Facebook Fantasy Game, compared to the others  The –ville aspect was also remarked: you can play Fantacalcio but you can also have fun with the typical social games actions©LX 3
  4. 4. The results 0,39 € cost per install Key points:  27 days of campaign, in a time of the year when fantasy football is not top of mind (the only relevant news being the January transfer market)  140,128 clicks (72,540 social clicks), at a cpc of 0.071 €, turned into 36,095 new installs  Focus on the most actively respondent target groups (youngest FB users, male, connected to main Italian teams fan pages)  Daily optimization of all the campaigns, based on FB cpa  Sponsored stories to amplify the reach and give the best value to the daily management of the Facebook page (which have been constantly growing during all the time of the campaign)©LX 4
  5. 5. GrazieLiveXtension, a Digital Magics CompanyVia Orobia 3, 20139 MilanoTel. +39 02 52.505.1Fax +39 02 52505.616 www.livextention.com www.youtube.com/livextention www.slideshare.net/livextention www.twitter.com/livextention del.icio.us/livextention http://www.facebook.com/LiveXtension http://www.linkedin.com/company/livextension

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