LiveXtension for Fantacalcioville Mid season campaign for Italian Fantasy

Football Facebook game

6 March 2012

LiveXtentionlive contents for extended brands

Interconnection, by pchweat on Flickr: http://www.flickr.com/photos/pchweat/290713085/

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Communication strategy: the official Fantacalcio is in Facebook

Background Fantacalcioville started in September 2011 as a

Facebook app The app was developed by the Digital Magics’

company Goods’n’Games, for Gruppo L’Espresso L’Espresso was already managing the historical

fantasy football web game fantacalcio.it Fantacalcioville was going to be the official Facebook app of the official Fantacalcio game

The app quickly became one of the most popular in Italy, close to 200,000 active monthly users

LiveXtension was appointed to improve users acquisition and retention, with a mid season advertising campaign and the daily management of the official Facebook page

Strategy The community of fans was involved every day with at least 3

posts, featuring players’ pictures (where users can tag themselves), polls and news about the game (injured players, results, etc.)

New users were recruited with a CPA-optimized multi-campaign, managed with Optim.al

Sponsored Stories were largely used, especially during the game peak hours (before the weekends, when people log in to manage their teams; and after the weekend, when scores and results become public)

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Creative approach: the Facebook official Fantacalcio + the -ville

Facebook ads highlighted the officiality of this Facebook Fantasy Game, compared to the others

The –ville aspect was also remarked: you can play Fantacalcio but you can also have fun with the typical social games actions

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The results

Key points: 27 days of campaign, in a time of the year

when fantasy football is not top of mind (the only relevant news being the January transfer market)

140,128 clicks (72,540 social clicks), at a cpc of 0.071 €, turned into 36,095 new installs

Focus on the most actively respondent target groups (youngest FB users, male, connected to main Italian teams fan pages)

Daily optimization of all the campaigns, based on FB cpa

Sponsored stories to amplify the reach and give the best value to the daily management of the Facebook page (which have been constantly growing during all the time of the campaign)

0,39 € cost per install

LiveXtension, a Digital Magics CompanyVia Orobia 3, 20139 MilanoTel. +39 02 52.505.1Fax +39 02 52505.616

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Grazie