20 Apr 2015

Ultimate Fan Live


ultimate-fan

Ultimate Fan Live: 90-minute live fantasy football



Brief

Exciting new fantasy football game Ultimate Fan Live approached us for a campaign to grow audiences and downloads during the World Cup.

Objectives

  • Raise brand awareness of a new way to play fantasy football

  • Drive engagement on social media

  • Increase web traffic to download from the app store


Client: Ultimate Fan Live
Year: 2014

 

Visit Client Site

Delivered:


Product Consultation

Community Management

15+ pieces of content per week

Influencer Outreach

Performance Reports

Approach

Introduce the game to casual, recreational and hardcore football fans using social media supported by super influencers.

The first step of any campaign activation is to define the strategy which includes the objectives, tone of voice, creative content plays, distribution network and ways to measure success.

We also assisted with product testing and consultation during the final stages of development.

Our content marketing approach was to engage new audiences via a mixture of distributing original content through super influencers and targeting fans via keyword analysis.

We put together a network of super influencers based on them having followers that had a key interest in football mobile games. The influencer network compiled of 8 accounts, enabling us to reach a combined audience of 1.5m fans.

Then all we had to do was create a number of original content plays that we would seed via influencers to reach the target demographic.

Our keywords for direct response included ‘fantasy football, football gaming, football app, football manager, premier league fantasy’ which gave us a large audience to begin targeting.

We developed a range of content plays that included quizzes, statistical trivia, competitions to win a PS4, Vine videos, blog preview articles for informed team selections and detailed infographics.

As with our other clients, we built an ‘always on’ strategy the 2014 World Cup and ensured Ultimate Fan Live was ever-present in the football conversation timeline.

Wins


21.4m
People reached
22810
Interactions
5.4m
Impressions via influencers
580%
Growth of Twitter audience
21434
Web traffic referrals
11993
iTunes downloads

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