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Canal +
Instant Win
Last February, CANAL + CALEDONIE, a national CANAL + channel adapted for New Caledonia and part of the CANAL + Overseas group, launched a large-scale marketing operation: the “Super Rugby” Great Game to raise awareness of the sporting event. La Fabrik, a digital communications agency based in Nouméa, was mobilized to manage and deploy the campaign.
What is Super Rugby?
An international XV rugby competition pitting 18 franchises from 5 countries, including 3 from the Pacific.
The stakes of the sporting event and the campaign
Residents of New Caledonia must watch the majority of international matches at 6am (UTC + 11 hours). So they don’t have prime-time access to the must-see sporting event! The aim is to raise the profile of Super Rugby locally and create a lasting media buzz around the event, which features live matches at convenient times.
The Instant Win Game, the common thread running through the global strategy
Instant Win was chosen for its simplicity and ability to generate enthusiasm among non-members of CANAL +. The mechanics proved to be a practical solution, thanks to the automatic programming of Instant Winners to cover the entire duration of the operation. What’s more, the competition was launched very shortly after the creation of the Facebook page dedicated to Super Rugby NC, to encourage participation from the general public and unite enthusiasts.
The rules of the game
An attractive game
6 Grand Prizes to be won over approximately 6 months (from February 28 to August 8, 2017) including quality prizes (Tablet, LED TV, smartphone, etc.) and a final draw with a trip to Auckland offered and tickets for the All Blacks Vs Springboks Match.
Qualified data collected
Use of the personalized field option to collect CANAL + subscriber numbers and double players’ chances in the final draw in July.
Promotion on Facebook
Posts published in multi-pages: Page Canal + Calédonie and Page Super Rugby NC. A Facebook Ads campaign was run to create engagement with the audience. A monthly budget of around €130 was allocated for the occasion, including a 2-week recruitment campaign at the game’s launch and 1 to 2 sponsored posts per month on the Facebook page linking to the game’s microsite url.
Mid-term results
- 3,723 unique participations and 9062 total participations
- 3.86%, the click-through rate on sponsored posts dedicated to the game
- 4% engaged users per publication
- 49% of players were mobile users
What do you think of Socialshaker?
“As an agency, we use your solution for 90% of our actions involving Facebook applications. We have launched campaigns for several of our clients via your platform, and try out new concepts every time.”
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