This post mortem report summarizes the Chase the European Dream campaign from June 6th to July 3rd, 2012. It provided statistics on total adidas Golden Tickets given out and key metrics like NRU, PCCU, and revenue for pre-event and event periods. It also detailed top-selling in-game adidas items, weekly top managers, roadshow events held in several cities that gave out prizes, and Facebook ad campaign metrics. The report highlighted player engagement but also delays, restricted terms, and gamer expectations that were not fully met.

1. Post Mortem Report
6 June 2012 – 3 July 2012

2. Statistics
Total Number of adidas Golden Tickets
Given
2,924,519
Statistic
s
Pre Event
Period
8th
may 2012 –
5 June 2012
Chase The European
Dream Period
6th
june – 3th
July
2012
NRU 74,202 74,809
PCCU 4,537 5,286
Revenue $62,837 46,813$ Exchange Rate : 9,200
Statistic
s
Pre Event
Period before
iCash Treasure
14th
March 2012
–
11th
April 2012
Chase The European
Dream Period
6th
june – 3th
July
2012
NRU 74.479 74,809
PCCU 3,659 5,286
Revenue $30,157 46,813*information for iCash Treasure event please go to slide 5
NAME Quantity Sale
adiPure IV Black 46036
F50 adiZero
Orange
12854
adiPure IV White 12620
Predator X White 10825
adiPure III 7442
F50 adiZero
Black
7299
Adidas
TECHFIT™
Seamless Tee
1310
Adidas
TECHFIT™
Seamless Tights
850
Adidas
TECHFIT™
PowerWEB Tee
579
Adidas
TECHFIT™
PowerWEB Tights
413
F50 adizero 56
Predator®_X 51

3. adidas items Total
giveaways
Event
F50 adizero blue 120 Golden Ticket Winner Periode I
Golden Ticket Winner Periode II
Golden Ticket Winner Periode III
Golden Ticket Winner Periode IV
TECHFIT™ PowerWEB SS
Tee
120
Tango Rosario 120
11Pro 0
MICOACH Speed_Cell 0
Predator LZ (Blue) 0
Predator LZ (Red) 0
Collect & Win adidas Golden
Tickets
Weekly Top 30 Managers with the most number of adidas Golden Tickets
accumulated will win the adidas Treasure Chest as well as 2,000,000 LP.
List of adidas in-game items given over campaign period:
11Pro : 0 F50 adizero blue : 120 item MICOACH Speed_Cell : 0 Predator LZ (Blue) : 0 Predator LZ (Red) : 0 Tango Rosario : 120 item TECHFIT™ PowerWEB SS Tee : 120 item11Pro : 0 F50 adizero blue : 120 item MICOACH Speed_Cell : 0 Predator LZ (Blue) : 0 Predator LZ (Red) : 0 Tango Rosario : 120 item TECHFIT™ PowerWEB SS Tee : 120 item

4. Top-up & Win adidas Merchandises
Coaches can top-up minimum 100k iCash (accumulated)/week and stand a
chance to win these official adidas merchandises! 5 lucky winners will be
selected each week.
1 grand winner for the highest top up amount during period win adidas official
EURO match ball!
Winner Announcement

5. Top-up Promo Event : iCash Treasure
Title iCash Treasure
Period 12 April - 15 June
Objective Push Revenue
Description Category 1 : first time top up iCash during event periode will get 100% bonus
Category 2 : for those who have been top up before will get 20% bonus
http://fifaonline2.iahgames.co.id/news/News.aspx?id=224&groupName=Event%
20News

6. Fifa Online 2 Indonesia Roadshow in Yogyakarta City
Total Participants: 30 Players
iFOL2 Roadshow Mini Tournament was held at The Jacks on 10th June
2012 2PM – 7PM with a total turnout of 30 participants. Champion and
other winners walkaway with cash prizes, adidas official merchandises as
well as exclusive in-game items. Those who participate and stay until the
last event are also stand a chance for lucky draw to win adidas items!
http://fifaonline2.iahgames.co.id/news/News.aspx?id=256&groupName=Re
al%20Life%20News

7. Fifa Online 2 Indonesia Roadshow in Surabaya City
Total Participants: 30 Players
iFOL2 Roadshow Mini Tournament was held at Xeon Net on 17th June 2012
2PM – 7PM with a total turnout of 30 participants. Champion and other
winners walkaway with cash prizes, adidas official merchandises as well as
exclusive in-game items. Those who participate and stay until the last event
are also stand a chance for lucky draw to win adidas items!
http://fifaonline2.iahgames.co.id/news/News.aspx?id=257&groupName=Re
al%20Life%20News

8. Fifa Online 2 Indonesia Roadshow in Denpasar City
Total Participants: 34 Players
iFOL2 Roadshow Mini Tournament was held at Fortress Net on 24th June
2012 2PM – 7PM with a total turnout of 34 participants. Champion and
other winners walkaway with cash prizes, adidas official merchandises as
well as exclusive in-game items. Those who participate and stay until the
last event are also stand a chance for lucky draw to win adidas items!
http://fifaonline2.iahgames.co.id/news/News.aspx?id=258&groupName=Re
al%20Life%20News

9. Fifa Online 2 Indonesia Roadshow in Jakarta City
Total Participants: 64 Players
iFOL2 Roadshow Mini Tournament was held at Level1 on 30th June 2012
3.30PM – 8.30PM with a total turnout of 64 participants. Champion and
other winners walkaway with cash prizes, adidas official merchandises as
well as exclusive in-game items. Those who participate and stay until the
last event are also stand a chance for lucky draw to win adidas items!
http://fifaonline2.iahgames.co.id/news/News.aspx?id=280&groupName=Re
al%20Life%20News

10. Fifa Online 2 Indonesia Roadshow in Batam City
Total Participants: 123 Players
iFOL2 Roadshow Mini Tournament was held at Warnet88 on 24th June
2012 2PM – 7PM with a total turnout of 123 participants. Champion and
other winners walkaway with cash prizes, adidas official merchandises as
well as exclusive in-game items. Those who participate and stay until the
last event are also stand a chance for lucky draw to win adidas items!
http://fifaonline2.iahgames.co.id/news/News.aspx?id=259&groupName=Re
al%20Life%20News

11. Facebook Ads Campaign : adidas Super Challenge
Simply play minimum 100 matches (simulation match not allowed) and stand
a chance to win adidas merchandises, in-game items, as well as LP!
http://fifaonline2.iahgames.co.id/news/News.aspx?
id=274&groupName=Event%20News
ad targeted to 12,547,640 users
Total Impression :
26,452,060
Winner period1 announcement
Winner period2 announcement

12. Statistics : adidas Super Challenge
Campaign : Duration : 06/14/2012 3:00pm – 06/21/2012 3:00pm
Budget : $100.00 Daily
Status : Completed
Banner 1 Performance :
unique reach : 1,559,098
banner clicks : 2,109
CTR : 0.16%
Spent : $383.94
Banner 2 Performance :
unique reach :
1,750,708
banner clicks : 2,691
CTR : 0.15%
Spent : $488.72
Banner 3 Performance :
unique reach : 2,136,684
banner clicks : 4,757
CTR : 0.18%
Spent : $737.68
Ads Full Report :
unique reach : 2,136,684
Total Impression : 26,452,060
banner clicks : 4,757
CTR : 0.18%
Spent : $737.68
CPM : $0.03
CPC : $0.16
Statistic
s
Pre Event
Period
8th
June 2012 –
14th
June 2012
Adidas Super
Challenge Period
15th
june – 21st
July
2012
NRU
17,212 16.337
Daily
ACCU
883 987
Average
DUV
28.908 28.906

13. • Good response from gamers in playing the Special Event Mode (kickoff
to europe tournament update)
• Attractive in-game items plus physical prizes sponsored by adidas
• Positive turnouts for tournaments roadshow
• Overall event confirmation was delayed affecting timeline and
execution
• Restriction to use the term “EURO 2012”
• In-game Special Event causes a significant slowdown for monetization
• Gamers expected an all-expenses paid trip to EURO 2012 Semifinals /
Finals
• Gamers requests for more tournaments in another cities
• Gamers expected rare adidas merchandises items
Overall Feedback
Highlights
Lowlights
Community Feedback

14. Marketing Spent
Item QTY Cost IDR Cost USD
Print Ads
Omega#103
1 Rp. 3.000.000 $326
Print Ads Zigma#115 1 Rp. 5.000.000 $543
Print Ads
Hotgame#329
1 Rp. 5,298,333 $576
Facebook Ads 1 Rp.6,786,656 $738
TOTAL Rp.
20,084,989
$2,183
Exchange rate : Rp. 9,000
Item QTY Hour
s
Lowest Cost Cost IDR Cost USD
Rental PC @ The Jacks 10 5 2,000 Rp. 100.000 $11
Rental PC @ Xeon Net 10 5 5,000 Rp. 250,000 $27
Rental PC @ Fortress
Net
10 5 3,000 Rp. 150,000 $16
Rental PC @ Level1 20 5 5,000 Rp. 500,000 $54
Rental PC @ Warnet88 30 5 3,000 Rp. 300,000 $33
Cash Prize Roadshow 5 - 1,000,000 Rp. 5,000,000 $543
TOTAL Rp. 6,300,000 $685

15. adidas Items
No Description QTY Remain Spent Campaign
1 SHOES BAG 7 2 5 Lucky draw prizes yogya (1), denpasar(1),
surabaya(1), level1(1), batam(1)
2 MINI FOOTBALL 20 15 5 Lucky draw prize yogya (1), denpasar(1),
surabaya(1), level1(1), batam(1)
3 EURO GLIDER
BALL
2 2 0
4 11 GLIDER BALL 50 43 7 adidas super challenge periode 1(3)
adidas super challenge periode 2(3)
Fifa girl tagline event(1)
5 MATCH BALL 2 1 1 Juragan top up(1)
6 BACKPACK 29 8 21 Top up hooligan(20)
Medan tourney(1)
7 MINI BACKPACK 4 0 4 adidas super challenge periode 1(2)
adidas super challenge periode 2(2)
8 WASHKIT 5 5 0
9 WATER BOTTLE 16 1 15 Tourney prizes yogya (3), denpasar(3)
, surabaya(3), level1(3), batam(3)
10 CAP 2 2 0
TOTAL
137 79 58

16. Chase The European Dream - Minisite
√ Achieved 758,376 pageviews during 6th
June – 3rd
July 2012
↓ Drop of 71% from Arsenal Go-Gunners 2012
(3,896,988 Pageviews) 20th
April – 15th
May 2012
√ Achieved 758,376 pageviews during 6th
June – 3rd
July 2012
↓ Drop of 71% from Arsenal Go-Gunners 2012
(3,896,988 Pageviews) 20th
April – 15th
May 2012

17. End of Report