was the first truly connected world cup a digital success?
DESCRIPTION
With enhanced live coverage, catch-up TV services, exclusive online content, interactive features, huge social media integration, second-screen experiences and the ability to watch every game on any device, Brazil 2014 attempted to be a global digital event like no other. Brands, broadcasters, teams and even players themselves used digital channels to heavily interact with fans across the glove. The question is : Did Brazil 2014 live up to the digital hype?TRANSCRIPT
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2012 MARKED THE FIRST YEAR THAT THE OLYMPIC GAMES FULLY
EMBRACED DIGITAL
LONDON 2012:
431 million official website visits
15 million app downloads
4.7 million social followers
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BUT WHAT ABOUT BRAZIL 2014?
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ALEX STONE - SOCIAL MEDIA MANAGER AT FIFA
@ALEXSTONE7
SENT US SOME COOL STATS
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2x DAILY VISITORSCompared to 2010
47 BILLIONTotal impressions
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113 MILLION Fans connected with officialWorld Cup content on mobile
24 MILLIONApp downloads -
Making it the biggest ever sports event app
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451 MILLIONFacebook users reached with
official FIFA social content
1600%Growth on Instagram
857,000 +Followers since tournament began
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35.6 MILLION
Tweets during the Brazil-Germany game
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SPEAKERS
SANJIT ATWAL
CEO - SQUAWKA
@SANJITATWAL
SIMON FARRANT
MARKETING MANAGER - MEDIA AT PERFORM
GROUP
@SIMONJFARRANT
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15 MIN Q+A AT END OF PRESENTATIONS
YOU CAN TWEET QUESTIONS TO:
#RAWSPORT(or put your hand up)
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BUT...
WHO ARE
RAWNET?
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We’re a collective of commercially driven digital specialists, breaking new ground, engaging end-users and stealing market share for our clients.
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Working with clients such as:
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“Squawka are the coolest kids on the football block right now…” Neil Smyth, Fremantle Media (and ex-Soccer AM Producer)
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The next-generation football media company
Informative. Fun. Engaging.
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We use football data alongside both unique & curated content to build large and engaged audiences….
….across web, tablet & mobile.
On the go During the day With friendsSecond screening
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Launched in June 2012. Now one of the fastest growing football brands in digital media
The 6th biggest football site in the UK
(July/Aug 14)
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Top 10 markets (2014):UK, USA, India, Netherlands, Indonesia, Kenya, South Africa, Ireland, Nigeria, Australia
Users in nearly every country & territory in the world despite only publishing in English
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Winner – Top 50 Fastest Growing Businesses in UK
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Winner – WCIT Emerging Entrepreneurs of the Year
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“UK tech stars to take on Silicon Valley”
“British Businesses changing the World”
Also featured on:
“Disrupting the $70b fantasy sports market”
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The 2014 World Cup Strategy
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Informative. Fun. Engaging.
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Every football fan…
….is already Tony Stark
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Hip
Loved
Tooled Up
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Football fan + Squawka during World Cup = …..
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Power to win arguments
Ability to see further on the go
Digestible real-time content
Battle Mode
New Match Centers
Android App Release
iOS V2 Release
Comparison Matrix Expanded content team
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An unbeatable combination….even when you’re just sitting around…
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Results
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6:38pm
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6:56pm
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Battle Mode
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• Battle Mode is a real-time mobile prediction game launched for the World Cup
• Users pick 5 footballers for their team (including one captain) to compete across a variety of games set by the Squawka team
• The users’ teams will amass points depending on the performance of their 5 players
• The game uses real-time visualisations to keep the users updated on their team
• Leaderboards ensure users are kept engaged throughout the competition
• Prizes awarded for top teams throughout the competition
Battle Mode
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The Mini-Games
Passelona | Can Touch This |
Fantastic 5
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• Users have to pick the five players who they think will pass the ball the furthest successfully during
the game.
• Each player is given points according to the length of their completed passes. (E.g. Herrera completes a 80 Yard pass, he receives 80 points).
Passelona
The Mini-Games
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• Users have to pick the five players who they think will have the most on-the-ball actions during
the game.
• Each player earns a point for every on-ball action they make. (E.g. Mata makes a pass = 1 point, takes a shot = 1 point, makes an interception = 1 point).
Can Touch This:
The Mini-Games
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• Users have to pick the five players who they think will have the highest combined Squawka Performance Score.
• Users score points based on the Performance Score of the player. (E.g. Van Persie has a Performance Score of 60, so he earns 60 points).
In all of the above games, a user’s chosen player’s points are combined to give them their total score.
Fantastic Five:The Mini-Games
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Global Media Coverage
1 of 8 companies showcased out of 300+
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- Over 300 days worth of gameplay generated
- 70% recurring users- Traffic from over 2,800 cities around
the World
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Supercharged Engagement
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- 60% increase in daily traffic during World Cup
- 120% increase in in-game engagement
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Supercharged Engagement Levels
270% daily increase in new
non-paid followers
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Facebook referral traffic increased 17%
Supercharged Engagement Levels
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Supercharged Engagement Levels
Brand reached over 400m impressions during the World Cup
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- 15% less traffic from the UK
- 5% drop in average dwell times
- Brazil, Germany & USA became the top followed teams
The England Effect
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New Activation Techniques
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- Official FIFA World Cup sponsor
- Asset activation key
- Goal to increase association with football
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Landing Page
Real-Time Ad Tech3rd Party Deals
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“I’m thrilled that we are activating a campaign which is markedly different from the traditional approach to sponsorship support.” - Peter Robb, Marketing Comms Manager, Continental
“The partnership with Squawka allows us to put Continental at the heart of football conversations” – Ben Walton, Head of Digital, Initiative
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42+ Million Impressions
#Contipredicts Global Twitter Trend
During Opening Game at FIFA World Cup
@ContiUK generated 64% uplift in new Twitter Followers
13,000+ Entries to the #Contipredicts competition
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The Audience has 20 times more affinity with FIFA World Cup than average Twitter user
• Our audience is 2 x more interested in Football/Soccer than the average Twitter Audience
• And 20 x more interested in the Premier League, FIFA World Cup and England Team.
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Winner Tweets
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Other Complimentary Tweets
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Brand KPI’s • Brand Awareness/Reputation
• Affiliation with football and the World Cup without being a sponsor
• Orders and app downloads
#TakeAwayXI
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Social – Squawka run 4 hour takeaway/football pun competition on twitter for Just Eat
Followers are asked to tweet their best puns to create an
ultimate takeaway XI and win prizes.
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KEY FACTS
#TakeAwayXIGlobal Twitter Trend
Trending in the UK for 2 hours
2,400 + Valid Entries to the #TakeAwayXI competition
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Over 2,400+ Valid Entries
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Volume of Trend
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The Winners Ultimate #TakeAwayXI
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“Squawka have the potential to disrupt the entire football media
ecosystem…”Caj Sohal (Ex-Head of Football, BBC)
Sanjit AtwalCo-founder & CEO@[email protected]
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GET ONSIDE WITH THE DIGITAL FOOTBALL FANSimon Farrant28 August, 2014
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Simon Farrant
Marketing Manager – Media at PERFORM Group
@simonjfarrant
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GETTING ONSIDE WITH THE DIGITAL FOOTBALL FAN
What I’m going to cover:
- Apologise for title ‘pun’
- How did we get to this stage?
- Brazil 2014: The ‘Social’ World Cup
- Know The Fan report findings
- Questions
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How did we get to this stage?
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Global Premier League Viewers, 2011/12
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WHAT DOES A ‘TYPICAL’ FOOTBALL FAN LOOK
LIKE?
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Not this
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Thankfully not this
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The vast majority of football fans:
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And quite a few like this
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An increasing amount like this
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And like this
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And like this
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And occasionally like this
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WHAT WE USED TO PUT UP WITH
(kids these days don’t know they are born, etc)
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How we used to follow football on the move
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How we used to follow football at home
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“Interactive” league tables
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Performance data in broadcasts
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“Analysis”
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Moving a bit more mainstream
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More pages to fill
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More time to fill, more space to fill
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More ways to follow
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You no longer follow football
The media revolution has ensured that:
Football follows you
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Which has resulted in new rights categories
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There is now no doubt over the importance of digital platforms for major sporting events
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The ‘Social’ World Cup
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•A record 35.6 million tweets were sent during the 90-minute game
•Six of the 10 top-trending topics on Twitter were references to the match, with #BrazilvsGermany taking the top spot.
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Broke the tweets-per-minute record, when the fifth goal triggered 580,601 in one minute. (33% more than the previous
record)
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What is ‘Know The Fan’?• Covers 16 global markets.
• 1,000 interviews
• Representative of more than 1 billion people
• www.knowthefan.com
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Online has overtaken print in all markets for the first time* Online is equal second with print media in Germany
Methods used to consume sport (figures represent the proportion of sports fans using each method to consume sport in 2014)
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2nd screen use continues to grow among sports fans
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While TV is the main method for sports consumption, new devices and greater connectivity
means 2nd screen is on the rise
% of sports fans that have used an internet connected device (computer, laptop, smartphone or tablet) at the same time as watching sport on TV
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In many markets, as many as 9 out of 10
fans access sport online at least once
a week
Frequency of accessing sports content online
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Willingness to pay for sport online
varies considerably across markets
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TV is the medium through which fans spend the longest amount of time consuming sport…
Average number of hours in a week sports fans spend consuming sport on TV
2.9
2.3
3.4
2.5
2.4
3.2
2.9
2.62.5
2.5
3.6
2.8 2.9
2.7
3.3
3.2
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…However, social networks continue to gain popularity as a method of sports content consumption
Average number of hours in a week sports fans spend consuming sport via social networking platforms
1.6
1.5
2.5
2.1
1.3
1.4
1.9
2.11.3
1.6
1.7
2.0 2.3
2.2
1.4
2.6
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Facebook & YouTube tend to dominate fan
attention, but new platforms are
leading to wider spread
Top 5 social networking platforms used to follow sport (figure in brackets represents proportion of fans using social networking platforms to follow
sport that use each platform)
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The type of content accessed and shared on social networks varies widely
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The Global Sports Media Consumption Report 2014
www.knowthefan.com#knowthefan
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Thank you. Questions?
@simonjfarrant