Case study: Digital communication activities for RTL during Men’s Handball World Championship

IT IS TIME FOR HANDBALL (R)EVOLUTION

MAIN GOAL: Make Qatar 2015 a real FANS-FIRST championship. 

“Overtime team made a clear breakthrough in maintaining digital communication for RTL Television Croatia during Men’s Handball World Championship 2015 (Facebook, Twitter, Instagram, RTL’s handball news portal).

Overtime team showed great creativity & organisational skills in a very short period of time while becoming a part of our editorial staff.

We are very confident in recommending Overtime as a professional team, one that can work around tight deadlines and under stress while delivering great content and communication toward fans and our partners.”

Ivan Lovrecek

Deputy CEO, RTL Television Croatia

MEDIA WROTE ABOUT US

Sporto, leading sports marketing conference in SEE region, wrote about communication activities in SEE region

READ THE ARTICLE

Netokracija, regional online magazine about digital business,
wrote about our activities for RTL Television

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days our activities went on for

Fans/followers numbers we achieved

Facebook

Twitter

Instagram

You are the best fan page doing great live-commentary work! Marko

Facebook

Thank you for everything. You enabled new friendships. Tea

Twitter

You’ve been amazing so far! Keep it up! Nedo

Facebook

@rtl_kauboji keep it up, we are lovin’ it! #kauboji #Katar2015 Sandra

Twitter

CROATIAN ATHLETES - UNITEEEED

We approached many national federations, professional clubs, and individual athletes with a request to make a video of support for our handball team.

The turnout was excellent. Over 20 clubs and individual athletes joined our campaign along with a great number of fans!

All videos have English subtitles (after clicking Play click on a small CC button)

by Vrijeme je za rukomet, Katar 2015.

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LESSONS LEARNED DURING QATAR 2015

1.

 High quality content can get you free PR!

Activity “I am supporting #cowboys” showed that interesting content will always get media attention.

Tip: Think about how you can involve athletes and sports clubs that media like and follow.

Additional PR for RTL Television
Additional PR for RTL Television

2.

 True emotion can help you get better brand image

Vargek priprema

Behind the scene footage brings fans closer to commentators.
Commentators getting ready, practicing their lines, joking around…

Fans loved seeing handball legends Lacković and Džomba in a relaxed environment, it showed a side of them they have never seen.

Positive brand image for company and individuals

3.

 Professional communication can turn hate into love

Haters to become real fans
Love from real fans

“Why are you broadcasting WC 2015?!”, “We want another commentator”, “We want another TV host” – that was our start. We didn’t get any love.

It took us three days of publishing quality content, professional communication and showing that we care to turn things around. Same fans who bashed us became our evangelists in no-time.

4.

Look for your jackpot in other sports

Involvement of profesional athletes and clubs can better your reach. We hit the jackpot with “I am supporting #cowboys” activity.

Professional athletes and clubs shared videos of support on their official social network accounts, and it multiplied our reach immensely.

Vargek priprema
Positive brand image for company and individuals

All videos have English subtitles (after clicking Play click on a small CC button)

total number of likes for promo video

We managed to communicate promo content as the “usual” content by using the same wording style. Because of that, fans reacted great and all involved parties were very satisified with results.

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TIMES FUN CHALLENGES FOR FANS WERE SHARED

All videos have English subtitles (after clicking Play click on a small CC button)

If by Croatia’s opening match (against Austria – yodeling 😉 ) we came to a total of 15.000 Facebook fans, our expert commentators Blazenko Lackovic and Mirza Dzomba, along with TV host Nino Stambuk, would have to yodel. Unfortunately we came up just a few hundred ‘likes’ short of this goal.

We launched 2nd challenge for our Facebook fans in the final stage of the World Championship. They were asked to reenact their favorite player’s celebration ritual for a prize (Domagoj Duvnjak’s original jersey). This turned out to be an amazing initiative, and we received 56 creative videos from fans.

I have to commend you for this page and the whole organization. We can tell you are trying to answer all our questions and comments. Antonio

Facebook

By the way, bravo for the @rtl_kauboji CM team for everything they are doing around #kauboji and #Katar2015 good luck with everything! Borna

Twitter

Such a fast response to my question! I have to tell you that RTL really has a great relationship with fans, and commend how you stay in touch with us… Ivona

Facebook

@rtl_kauboji it was great, I had a great time, excellent organization. Until next time, bye bye 🙂 PLS SKIP <3

Twitter

MICRO WEBSITE FOR QATAR 2015

thousand page views

thousand unique visitors

page views per session

total number of goals Croatian team scored during Qatar 2015

Promo video – we recorded a promotional video with a national team player especially for our fans & followers. We wanted to bring the national team closer to its fans, so we asked Igor Vori, captain of Croatian national team, to invite the fans to cheer for them during the Championship.
Reenactment initiative – We thought of an interesting challenge for all our fans and followers. We asked them to reenact their favorite player’s celebration ritual for a prize (Domagoj Duvnjak original jersey). This turned out to be an amazing initiative, and we received over 50 creative videos from fans.

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total number of Facebook likes

Morning after – The morning after the Croatian team played their game, our expert commentator Blaženko Lacković reviewed the game and/or announced the upcoming game from the comfort of his home or a caffe bar of his choice. This was the first time someone has done this type of exclusive Facebook/Instagram content in Croatia.
Live from Doha – Before and after big matches we had our expert commentator Zlatko Saračević send us a video from Doha about the team’s activities, practices, games etc. He gave his opinion about the played games, our team and our opponents. His expert analysis brought handball as a game closer to our fans and followers..

Hello! You are very nice and helpful! Thank you very much, you are doing an incredible job! 

Admir

Facebook

Back to Twitter 🙂 to follow the WC in Qatar. Tnx @rtl_kauboji Ivica

Twitter

YOU, the ones maintaining this page, hats off! You are great! Ivana

Facebook

All praises to @RTLTelevizija, especially @rtl_kauboji because you included us fans in this Championship, it is nice to know that our voice can be heard as well Lucija

Twitter

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total number of Facebook comments

AskLac/AskMirza – In order to communicate with our fans, and let them know their voice matters and is being heard, we started a fans’ activity. Fans asked questions on social networks, and our handball superstars answered. irst time someone has done this type of exclusive Facebook/Instagram content in Croatia.
Behind the scene – Everyday behind-the-scene activities in a relaxed environment. Watching games, celebrating and joking with Džomba, Lacković and RTL’s own Nino Štambuk. This material was reserved for our social media fans only.

tweets favorited by others

number of retweets

users used #kauboji

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RTL is the best – You tried really hard with live broadcasting, listened to fans, gave out prizes to fans, and you brought handball legends to the studio. You are the best  Alen

Facebook

@rtl_kauboji I congratulate you, it was my pleasure to follow handball on TV and on Social media at the same time 🙂
I hope to we’ll do it again next year 😉
Marlena

Twitter

Thank you team, we are looking forward to new sports projects from you. I say this because I felt like this was a casual get-together where we, the fans, were finally heard, included, and that this was ‘our’ Championship. You put so much hard work into all social networks that I have nothing left to say but to congratulate you… Marina

Facebook

If cowboys will be as half as good as the online communication preparations, i think this will be a good season #kauboji #katar2015 Pero

Twitter

moments we enjoyed working on this project

Following the same tone of communication we had during the entire Championship, we made an exclusive video to say “Goodbye” to all our fans and followers on social networks. In this video, our handball stars and RTL host went over the funniest moments and greeted all our fans the only way they know – with a laughter.

 

We said “Goodbye” to our fans & followers by publishing this visual saying “It was a pleasure cheering with you!”. It was like a farewell with closest friends…

hours Overtime team worked during Qatar 2015

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