Case study Bulgaria Nova TV

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Footbolize the town(Sofia, Bulgaria)

Footbolize the town(Sofia, Bulgaria)

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  • 1. “ Best Championships” on Diema and Nova Sport FAPL & UCL “ Footbolize the city” viral campaign
  • 2.
    • Idea
    • Mechanism
    • Channels for communication
    • Viral sharing & PR idea
    Content/Structure
  • 3.
    • Best Championships are broadcasted on Diema & Nova Sport
    • (FAPL – exclusive and only on Diema & Nova Sport) and Champions League
      • Premiership – Saturday and Sunday in the afternoon
      • UCL - Tuesday and Wednesday
    • ++
    • Proved professional studios
    • Well known sports journalists & respected comments and analyses
    “ It is time for football” Idea
  • 4.
    • Connect the target audience to one of the most popular sports- FOOTBALL
    • Make them talk, share and engage emotionally to the promotion
    • “ Get their attention” – Build awareness and provoke interaction
    *Communication Idea Campaign slogan : “The best championships on Diema & Nova Sport” *viral campaign follows off air communication (outdoor in Sofia and big cities)
  • 5.
    • Core target M18-49,
    • General target All 18-49
    • T1: football fans, experts of the game: they don’t miss a match
    • T2: fans of emotions around football – they watch games with friends, they don’t bet, but they talk about football
    • T3: mass audience – opinion leaders and their followers
    *Communication Idea
  • 6.
    • Timing: September 2010
    • Location: Sofia
    • 2 weeks activation:
      • BTL activation- from 27.09 - 29.09.2010
      • Web-viral sharing by the start of Oct.
    Period of the campaign
  • 7.
    • Making the town talk – “footbolize the city” (Sofia)
    • a. Clamping the cars in front of popular capital’s newspapers and news agencies editorial buildings (24 hours , Trud , Capital , Dnevnik , Standard , Novinar , Focus , BTA ).
    • b . Mass car clamping on central Sofia’s streets .
    • 2. Making the target talk- announce the viral video via internet & communication channels
    Communication steps
  • 8. “ Park in front of the TV, leave the car, it is time for the best championships on Diema & Nova Sport!” The message
  • 9.
    • Clamp the cars in front of
    • popular newspapers and
    • news agencies-editorial
    • buildings (24 hours , Trud ,
    • Capital , Dnevnik , Standard ,
    • Novinar , Focus , BTA ) :
    • We surprised Sofia’s
    • journalists . The editors were
    • announced with anonymous
    • phone call from “concerned
    • citizen” about clamped cars .
    • With this activation we
    • provoked the interest in the
    • journalists and reached
    • coverage in the press.
    Footbolize the city BTL activities
  • 10. Locked Editorials to provoke the media
  • 11.  
  • 12.
    • Mass car clamping :
    • - we clamped the cars of unsuspected citizens in the city center .
    • - we showed people quite non-standard use of clamps” we “ clamped ” train , horse wagon and even tank and plane!
    • - for the grand finale we didn’t spare the clamps even on the police car .
    • Sofia- Vasil Levski Blvd (the part up to Popa), Patriarh Evtimii Blvd. (the part up to Apteka), Solunska Str., Ivan Shishman Str., Angel Kunchev Str. , Ivan Asen II Str.
    Footbolize the city BTL activities
  • 13. Location: Sofia
    • Interact with people by “disturbing” their routine
    Total branding in Sofia: app. 2000 pcs.
  • 14.  
  • 15.  
  • 16.
      • Communication activities are filmed and then
      • uploaded in the social networks and video
      • sharing websites
    • The idea: choose the funny/crazy/provoking moment of “Footbolizing” the city - how people stare at clamps, how they wonder and are shocked…and finally how people smile 
    Web i video sharing
  • 17.
    • Upload the videos on YouTube & vbox7 >>> generate a link for sharing
    Step 1 http://vbox7.com/play:d9ac550b http://www.youtube.com/watch?v=kQPtT_So4A0
  • 18. The video was selected for the “editor’s choice” became part of TOP 40 became TOP video of the day TOTAL VIEWS: over 76 578
  • 19.
    • 396 people shared the link in facebook
  • 20.
    • Facebook Groups:
    • Fball.bg > shared with 26 429 fans
    • Bulgarian National football Team > shared with 1 117 fans
    • Football24 > shared with 3 586 fans
    • Световно първенство по футбол 2010 > shared with 4 954 fans
    Total facebook share: app. 30 000 group fans
  • 21. Step 2 Send to online media
  • 22.
      • Auto forums - T2 & T3- where car fans are active- http://www.bmwpower-bg.net/forums/ , http://audibg.com/forum/ , most of the men who watch football have passion for cars too;
      • Fan Club forums- T1-devoted fans, provoke them to participate, share, vote for their favorite team;
      • Football forums - http://www.minifootballbg.com/2002/04/minifootball-forum.html and their facebook fans ;
      • Students forums : http://forum.uni-sofia.bg/forum/viewtopic.php?f=5&t=13045
      • http://www.studentskigrad.com/
      • http://forum.unwe.acad.bg/viewtopic.php?f=18&t=6564
      • http://forum.nbu.bg
    Step 3 Share in forums
  • 23.
    • Reached people:
    • Car clamps: app. 2000 direct + pass by-s
    • Vbox7 & Youtube: app. 77 000 views
    • Internet + media share: app. 50 000 views
    • >1000 positive comments in forums & social media
    • “ Trud”newspaper - app. 80 000 (Saturday turnover)
    • Online media coverage
    • Calendar on Nova TV reportage
    Overview
  • 24.
    • The emotion only starts here
    • with
    • The Best Championships on Diema & Nova Sport