ITV sought to break into the FIFA 2014 World Cup noise by implementing a social campaign focused on user-generated content. The result? The world chimed in to show their #Goalface.

1. ITV, the biggest commercial broadcaster in the UK, launched a unique social
media campaign around the 2014 World Cup in order to drive engagement
among fans and offer creative social sponsorship opportunities for advertisers.
ITV created a fun and innovative social media program: #Goalface, which
encouraged fans to share their own #Goalface pictures and video via Twitter.
Using Spredfast technology, ITV created a digital microsite to display #Goalface
photos and encourage social voting on ITV.com. The broadcaster also
highlighted the activity on-air to drive social engagement and microsite traffic.
ITV Selects Spredfast for
#Goalface Campaign
Case Study
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2. Case Study
Objectives:
• Engage fans and build viewership for World Cup
• Integrate social media with live sports event coverage
• Create engaging, interactive and meaningful social conversations
• Build revenue through social sponsorship opportunities
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Strategy:
ITV built the #Goalface campaign to encourage viewers to share their best
#Goalface photos and videos on Twitter.
The broadcaster supported the program using Spredfast technology to create
a microsite that included a social scrubber that displayed a timeline of all
the #Goalface pictures posted on social media, a daily social vote that chose
four of the best, funniest, or worst #Goalface images, a call-out encouraging
viewers to tweet their #Goalface, and a counter that showed the number of
#Goalface Tweets. The microsite also offered three locations fo r sponsored
content: in the header, in the footer and as a link hidden in the timeline
content.
To support the #Goalface campaign, ITV highlighted the campaign on-air
during the tournament. ITV also ran daily hashtag polling and h ad ITV talent
post their own #Goalface pictures. By collaborating across team s – marketing,
production, online, and commercial departments – ITV ensured an immersive
experience for the #Goalface campaign.

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Want to Learn More?
Visit us at spredfast.com or email us at info@spredfast.com
Overall Social Marketing Results:
"It was very exciting to be able to offer fans the
opportunity to share their best #Goalfaces through our
unique social media campaign for the 2014 World Cup
and drive engagement with interactive polls across the
tournament."
Rayane Warwick
Multiplatform Solutions Manager, ITV
Engaging content: the
campaign achieved
more than 50 million
impressions
50M
IMPRESSIONS
Case Study
Sponsorship success:
Sony selected as the
primary sponsor for the
campaign
SOCIAL
SPONSOR WIN