WOW-FACTOR
3000+ FAN TRICKSHOT VIDEOS uploaded to Twitter and Instagram with the branded hashtag #PS4Trickshot for Football Federation Australia and Playstation's collaborative Stream contest.
FOOTBALL FEDERATION AUSTRALIA + PLAYSTATION
Football Federation Australia (FFA) is the governing body of football in Australia and is one of 207 other members of FIFA, the international governing body for football. Playstation is a series of video game consoles owned by Sony Interactive Entertainment. Their most recent major release was the Playstation 4 (or PS4 for short).
GOAL
Football Federation Australia (FFA) and their sponsor Playstation were looking to connect with the next generation of football (soccer) fans. They also aimed to generate organic awareness for Playstation on social media and needed an incentive for these new fans to share branded content online.
SOLUTION
Research showed that their "digital native" target audience of loves viral videos, posting to social media and creating video content. With this in mind, FFA crafted the #PS4Trickshot Stream contest. The campaign invited young football (soccer) fans to upload a video of their own "trick shots" to Twitter or Instagram with #PS4Trickshot for a chance to win cash or a new PS4 gaming console. FFA and Playstation's microsite featured a compelling call to action video that quickly attracted their young target audience. Thousands of video "trick shot" submissions flooded in during their short contest period, while Stream Contest automatically collected and moderated the entries in real time. This not only generated tons of organic branded buzz for FFA and Playstation, it also helped FFA and Playstation collect contact information from voters that they can now use for future fan outreach.
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Editor's Note: We've started a new column on the Digital Marketing Digest called "Weekly Wows"! Each week, we'll highlight a WOW-worthy campaign by one of our Tradable Bits partners. Anyone can apply to be featured by emailing social@tbits.me. Enjoy!