fantacalcioville on facebook
DESCRIPTION
Fantacalcioville on Facebook. Case study. Acquisition and retention campaign. February 2011TRANSCRIPT
LiveXtension for Fantacalcioville Mid season campaign for Italian Fantasy
Football Facebook game
6 March 2012
LiveXtentionlive contents for extended brands
Interconnection, by pchweat on Flickr: http://www.flickr.com/photos/pchweat/290713085/
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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)
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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
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The results
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)
0,39 € cost per install
LiveXtension, a Digital Magics CompanyVia Orobia 3, 20139 MilanoTel. +39 02 52.505.1Fax +39 02 52505.616
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Grazie