FC BARCELONAA WINNING MATCH FOR

VIBERAND

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OVERVIEW / STRATEGY

FC Barcelona’s partnership with Rakuten Viber is a clear example of a pioneering collaboration, aiming to engage both new and existing Barça fans, thanks to an interactive and results-driven program.

Viber recently became FC Barcelona’s (Barça) official communication channel, forging a long-term and innovation-focused relationship with the renowned Spanish football team.

Connecting the club and its loyal and dedicated fanbase to 900M+ users worldwide was the core goal. In preparation for the 2017-18 La Liga season, Viber enabled Barça to enrich their connection with fans while driving sticker downloads and building a new community of fans.

Tapping into the reach and influence of Viber’s engaged users, Barça have launched a dedicated Public Account with bespoke content, including a sticker pack and chatbot experience to Viber’s active global audience. Barça amplified this with cross-promotion across their social channels, supporting a sweeps to Camp Nou. Barça has crafted and deployed a holistic and engaging strategy, and plan to evolve this approach as the Viber relationship grows.

-Francesco Calvo, Chief Revenue Officer at FC Barcelona

SOLUTIONS

Barça launched their very own Public Account in July featuring exclusive content, behind-the-scenes peeks of the football team’s megastars and the club’s official news and updates.

Driving interaction for the upcoming La Liga season, Public Account followers are continually being engaged with mobile-first, multimedia communication.

Fans are able to download an exclusive FC Barcelona sticker pack, dedicated to the club and its famous players. They paired this with an active sticker campaign - where users download a sticker pack, share a special sticker with a friend and are entered into a sweepstakes for a trip to Camp Nuo, once that sticker is engaged with by the friend. This captured a wealth of data and extended the reach of the campaign.

RESULTS

STICKER PACK DOWNLOADS

50M+EXPOSED USERS PUBLIC

CHAT FOLLOWERS

4.7M+9.35%ACTIVE STICKER PACK CTR (>667% INDUSTRY AVERAGE)

5.3M+

Proprietary and Confidential | Viber Media S. á r.l

THANK YOU!