LiveXtension was hired to improve user acquisition and retention for Fantacalcioville, a fantasy football app on Facebook. They ran a mid-season advertising campaign using Facebook ads and the app's official Facebook page. The ads promoted the app as the official fantasy game and emphasized its social features. Over 27 days, the campaign received over 140,000 clicks at a cost of 0.071 euros per click, acquiring 36,095 new users at a cost per install of 0.39 euros. Daily optimization of ads and use of sponsored stories helped grow the Facebook community during the football season.

1. LiveXtention
live contents for extended brands
Interconnection, by pchweat on Flickr: http://www.flickr.com/photos/pchweat/290713085/
6 March 2012

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. 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. 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. Grazie
LiveXtension, a Digital Magics Company
Via Orobia 3, 20139 Milano
Tel. +39 02 52.505.1
Fax +39 02 52505.616
www.livextention.com
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