Case study Bulgaria Nova TV

“Best Championships” on Diema and Nova Sport

FAPL & UCL“Footbolize the city” viral campaign

Idea

Mechanism

Channels for communication

Viral sharing & PR idea

Content/Structure

Best Championships are broadcasted on Diema & Nova Sport (FAPL – exclusive and only on Diema & Nova Sport) and Champions League

– Premiership – Saturday and Sunday in the afternoon– UCL - Tuesday and Wednesday

++• Proved professional studios• Well known sports journalists & respected comments and analyses

“It is time for football”

Idea

• Connect the target audience to one of the most popular sports- FOOTBALL

• Make them talk, share and engage emotionally to the promotion

• “Get their attention” – Build awareness and provoke interaction

*Communication Idea

Campaign slogan: “The best championships on Diema & Nova Sport”*viral campaign follows off air communication (outdoor in Sofia and big cities)

Core target M18-49,

General target All 18-49

• T1: football fans, experts of the game: they don’t miss a match

• T2: fans of emotions around football – they watch games with friends, they don’t bet, but they talk about football

• T3: mass audience – opinion leaders and their followers

*Communication Idea

Timing: September 2010

Location: Sofia

• 2 weeks activation:

– BTL activation- from 27.09 - 29.09.2010

– Web-viral sharing by the start of Oct.

Period of the campaign

1. Making the town talk – “footbolize the city” (Sofia)

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).

b. Mass car clamping on central Sofia’s streets.

2. Making the target talk- announce the viral video via internet & communication channels

Communication steps

“Park in front of the TV, leave the car, it is time for the best championships on Diema & Nova Sport!”

The message

Clamp the cars in front ofpopular newspapers andnews agencies-editorialbuildings (24 hours, Trud,Capital, Dnevnik,

Standard,Novinar, Focus, BTA):

We surprised Sofia’sjournalists. The editors wereannounced with anonymousphone call from “concernedcitizen” about clamped cars. With this activation weprovoked the interest in thejournalists and reachedcoverage in the press.

Footbolize the cityBTL activities

Locked Editorials to provoke the media

Mass car clamping :

- we clamped the cars of unsuspected citizens in the city center.

-we showed people quite non-standard use of clamps” we “clamped” train, horse wagon and even tank and plane!

- for the grand finale we didn’t spare the clamps even on the police car.

• 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.

Footbolize the cityBTL activities

• Interact with people by “disturbing” their routine

Location: Sofia

Total branding in Sofia: app. 2000 pcs.

Communication activities are filmed and then

uploaded in the social networks and video

sharing websites

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

Web i video sharing

• Upload the videos on YouTube & vbox7 >>> generate a link for sharing

Step 1

http://vbox7.com/play:d9ac550b

http://www.youtube.com/watch?v=kQPtT_So4A0

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

• 396 people shared the link in facebook

Facebook Groups:Fball.bg > shared with 26

429 fansBulgarian National

football Team > shared with 1 117 fans

Football24 > shared with 3 586 fans

Световно първенство по футбол 2010 > shared with 4 954 fans

Total facebook share: app. 30 000 group fans

Медиа

www.actualno.com

www.avtora.com

www.bgnes.comwww.deltanews.bgwww.dir.bg

www.dir.bgwww.dnes.bgwww.e-vestnik.com

www.focus-news.netwww.MenBg.comwww.Lifestyle.bgwww.netinfo.bgwww.online-bg.netwww.Plovdiv24.com

www.red-point.info.www.serialite.comwww.seenews.com.www.slusham.comwww.speshno.infowww.tvtv.bgviewsofia.comviewsofia.comwww.vsekiden.comhttp://www.yellow.bg/

SportalTOP sportBG Football7sportNational RadioGong BGDon BalonFootball 24SportaGol.bgMeridianmatch

Всеки ДенCup.bgБул Фото

Топ спортBgnessSportalSportalSport1Нет ИнфоGong webSofia week

Step 2Send to online media

– 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;

– Fan Club forums- T1-devoted fans, provoke them to participate, share, vote for their favorite team;

– Football forums- http://www.minifootballbg.com/2002/04/minifootball-forum.html and their facebook fans ;

– Students forums: http://forum.uni-sofia.bg/forum/viewtopic.php?f=5&t=13045

http://www.studentskigrad.com/http://forum.unwe.acad.bg/viewtopic.php?f=18&t=6564http://forum.nbu.bg

Step 3Share in forums

Reached people:

• Car clamps: app. 2000 direct + pass by-s• Vbox7 & Youtube: app. 77 000 views• Internet + media share: app. 50 000 views• >1000 positive comments in forums & social

media• “Trud”newspaper - app. 80 000 (Saturday

turnover)• Online media coverage• Calendar on Nova TV reportage

Overview

The emotion only starts here

with

The Best Championships on Diema & Nova Sport