Was the First Truly Connected World Cup a Digital Success?

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

BUT WHAT ABOUT BRAZIL 2014?

ALEX STONE - SOCIAL MEDIA MANAGER AT FIFA

@ALEXSTONE7

SENT US SOME COOL STATS

2x DAILY VISITORSCompared to 2010

47 BILLIONTotal impressions

113 MILLION Fans connected with officialWorld Cup content on mobile

24 MILLIONApp downloads -

Making it the biggest ever sports event app

451 MILLIONFacebook users reached with

official FIFA social content

1600%Growth on Instagram

857,000 +Followers since tournament began

35.6 MILLION

Tweets during the Brazil-Germany game

SPEAKERS

SANJIT ATWAL

CEO - SQUAWKA

@SANJITATWAL

SIMON FARRANT

MARKETING MANAGER - MEDIA AT PERFORM

GROUP

@SIMONJFARRANT

15 MIN Q+A AT END OF PRESENTATIONS

YOU CAN TWEET QUESTIONS TO:

#RAWSPORT(or put your hand up)

BUT...

WHO ARE

RAWNET?

We’re a collective of commercially driven digital specialists, breaking new ground, engaging end-users and stealing market share for our clients.

Working with clients such as:

“Squawka are the coolest kids on the football block right now…” Neil Smyth, Fremantle Media (and ex-Soccer AM Producer)

The next-generation football media company

Informative. Fun. Engaging.

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

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)

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

Winner – Top 50 Fastest Growing Businesses in UK

Winner – WCIT Emerging Entrepreneurs of the Year

“UK tech stars to take on Silicon Valley”

“British Businesses changing the World”

Also featured on:

“Disrupting the $70b fantasy sports market”

The 2014 World Cup Strategy

Informative. Fun. Engaging.

Every football fan…

….is already Tony Stark

Hip

Loved

Tooled Up

Football fan + Squawka during World Cup = …..

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

An unbeatable combination….even when you’re just sitting around…

Results

6:38pm

6:56pm

Battle Mode

• 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

The Mini-Games

Passelona | Can Touch This |

Fantastic 5

• 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

• 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

• 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

Global Media Coverage

1 of 8 companies showcased out of 300+

- Over 300 days worth of gameplay generated

- 70% recurring users- Traffic from over 2,800 cities around

the World

Supercharged Engagement

- 60% increase in daily traffic during World Cup

- 120% increase in in-game engagement

Supercharged Engagement Levels

270% daily increase in new

non-paid followers

Facebook referral traffic increased 17%

Supercharged Engagement Levels

Supercharged Engagement Levels

Brand reached over 400m impressions during the World Cup

- 15% less traffic from the UK

- 5% drop in average dwell times

- Brazil, Germany & USA became the top followed teams

The England Effect

New Activation Techniques

- Official FIFA World Cup sponsor

- Asset activation key

- Goal to increase association with football

Landing Page

Real-Time Ad Tech3rd Party Deals

“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

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

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.

Winner Tweets

Other Complimentary Tweets

Brand KPI’s • Brand Awareness/Reputation

• Affiliation with football and the World Cup without being a sponsor

• Orders and app downloads

#TakeAwayXI

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.

KEY FACTS

#TakeAwayXIGlobal Twitter Trend

Trending in the UK for 2 hours

2,400 + Valid Entries to the #TakeAwayXI competition

Over 2,400+ Valid Entries

Volume of Trend

The Winners Ultimate #TakeAwayXI

“Squawka have the potential to disrupt the entire football media

ecosystem…”Caj Sohal (Ex-Head of Football, BBC)

Sanjit AtwalCo-founder & CEO@SanjitAtwalSanjit@Squawka.com

GET ONSIDE WITH THE DIGITAL FOOTBALL FANSimon Farrant28 August, 2014

Simon Farrant

Marketing Manager – Media at PERFORM Group

@simonjfarrant

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

How did we get to this stage?

Global Premier League Viewers, 2011/12

WHAT DOES A ‘TYPICAL’ FOOTBALL FAN LOOK

LIKE?

Not this

Thankfully not this

The vast majority of football fans:

And quite a few like this

An increasing amount like this

And like this

And like this

And occasionally like this

WHAT WE USED TO PUT UP WITH

(kids these days don’t know they are born, etc)

How we used to follow football on the move

How we used to follow football at home

“Interactive” league tables

Performance data in broadcasts

“Analysis”

Moving a bit more mainstream

More pages to fill

More time to fill, more space to fill

More ways to follow

You no longer follow football

The media revolution has ensured that:

Football follows you

Which has resulted in new rights categories

There is now no doubt over the importance of digital platforms for major sporting events

The ‘Social’ World Cup

•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.

Broke the tweets-per-minute record, when the fifth goal triggered 580,601 in one minute. (33% more than the previous

record)

What is ‘Know The Fan’?• Covers 16 global markets.

• 1,000 interviews

• Representative of more than 1 billion people

• www.knowthefan.com

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)

2nd screen use continues to grow among sports fans

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

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

Willingness to pay for sport online

varies considerably across markets

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

…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

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)

The type of content accessed and shared on social networks varies widely

The Global Sports Media Consumption Report 2014

www.knowthefan.com#knowthefan

Thank you. Questions?

@simonjfarrant