< Customers
Canal +
Instant Win
Last Frbruary, 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 maximise awareness of the sporting even. La Fabrik, a digital communications agency based in Noumea, was called in to manage and roll out 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 28 February to 8 August 2017) including quality prizes (tablet, LED TV, smartphone, etc.) and a final draw with a free trip to Auckland and tickets for the All Blacks Vs Springboks match.
Qualified data collected
Use of the personalised filed option to collect CANAL + subscriber numbers and double players’ chances in the final draw organised in July.
Promotion of Facebook
Posts published on multiple pages: Page Canal + Calédonie and Page SuperRugby 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?
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