@SuperSportTV succeeded in winning engagement and share of voice across the continent with its Euro 2016 campaign. SuperSport had a 20% share of voice for Euro 2016 on Twitter across Africa, with a presence 13 times larger than that of its nearest competitor.
Twitter Video proved to be a cost-effective way for the brand to engage football fans and enhance its image as a provider of premium live content. @SuperSportTV’s video achieved a 17.3% completion rate and $0.02 cost per view.
With over 20,000 people opting into its reminders by Retweeting or Tweeting, 50% of @SuperSportTV’s campaign value came from earned media.
Kieren Jacobsen (@kierenjacobsen), communications director at Levergy (@Levergy_SA), SuperSport’s digital agency, says, “The huge African interest around Euro 2016 was an exciting challenge when developing the overall digital strategy for SuperSport’s Euro 2016 campaign. The proper use of an automated tool like Blue Robot was a game changer for us. It allowed us to deliver personalised content to a large audience and to drive consumption of the SuperSport product. SnappyTV also made it easy for us to share real-time action and drive SuperSport’s community to the broadcast.”