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“ Best Championships” on Diema and Nova Sport FAPL & UCL “ Footbolize the city” viral campaign
<ul><li>Idea </li></ul><ul><li>Mechanism </li></ul><ul><li>Channels for communication </li></ul><ul><li>Viral sharing & PR...
<ul><li>Best Championships are broadcasted on Diema & Nova Sport  </li></ul><ul><li>(FAPL – exclusive and only on Diema & ...
<ul><li>Connect  the target audience to one of the most popular sports- FOOTBALL </li></ul><ul><li>Make them  talk, share ...
<ul><li>Core target M18-49,  </li></ul><ul><li>General target All 18-49 </li></ul><ul><li>T1: football fans, experts of th...
<ul><li>Timing: September 2010 </li></ul><ul><li>Location: Sofia </li></ul><ul><li>2 weeks activation: </li></ul><ul><ul><...
<ul><li>Making the town talk –   “footbolize the city”  (Sofia) </li></ul><ul><li>a.  Clamping the cars in front  of popul...
“ Park in front of the TV, leave the car, it is time for  the best championships on Diema & Nova Sport!” The message
<ul><li>Clamp the cars in   front  of </li></ul><ul><li>popular newspapers and </li></ul><ul><li>news agencies-editorial <...
Locked Editorials to provoke the media
 
<ul><li>Mass car clamping  : </li></ul><ul><li>-   we clamped the cars of unsuspected  citizens in the city center . </li>...
Location: Sofia <ul><li>Interact with people by “disturbing” their routine </li></ul>Total branding in Sofia: app. 2000 pcs.
 
 
<ul><ul><li>Communication activities are filmed and then </li></ul></ul><ul><ul><li>uploaded in the social networks and vi...
<ul><li>Upload the videos on YouTube & vbox7 >>> generate a link for sharing </li></ul>Step 1 http://vbox7.com/play:d9ac55...
The video was selected for the “editor’s choice” became part of TOP 40 became TOP video of the day TOTAL VIEWS: over 76 57...
<ul><li>396 people shared the link in  facebook </li></ul>
<ul><li>Facebook Groups: </li></ul><ul><li>Fball.bg  > shared with 26 429 fans </li></ul><ul><li>Bulgarian National footba...
Step 2 Send to online media
<ul><ul><li>Auto forums - T2 & T3- where car fans are active- http://www.bmwpower-bg.net/forums/ , http://audibg.com/forum...
<ul><li>Reached people: </li></ul><ul><li>Car clamps: app. 2000 direct + pass by-s </li></ul><ul><li>Vbox7 & Youtube: app....
<ul><li>The emotion only starts here  </li></ul><ul><li>with  </li></ul><ul><li>The Best Championships on Diema & Nova Spo...
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Case study Bulgaria Nova TV

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Footbolize the town(Sofia, Bulgaria)

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Case study Bulgaria Nova TV

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

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