Case study: Marketing activities for Grand prix Osijek 2016 Žito Challenge cup!

Main goal: Make a mainstream gymnastics event and build a hype around it

„Our second year of cooperation with Overtime Sports Marketing delivered great results. Overtime took over all of this year’s marketing and PR activities, and we can see improvements in comparison to last year. Together, we implemented new, innovative things in the world of gymnastics. Overtime team handled every situation with precision, care and efficiency, and we look forward to working with them again in the future.“

Vladimir Mađarević

Sport Director of the Competition , Grand Prix Osijek 2015 Žito challenge Cup

Goals:

Raise brand awareness

Attract more spectators than in 2015

Make the whole event more interesting to fans

Sponsorship activations

Target audience:

City of Osijek and surrounding area (25 km)

Primary:

Families with children looking for a different experience

Secondary:

Young adults looking for something new and fun in the city that they say “nothing is happening in”

Marketing campaign:

Promotion:

Billboards, B1 posters

Facebook ads

Instagram ads

 

Media partnerships:

National media: 6

Local media: 9

Public relations:

PR articles: 20

Interviews: 10

Visiting local schools:

We visited 6 schools

We visited youth sport events

DO YOU LIKE WHAT WE DID FOR GYMNASTICS?

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Change in communication:

Since we had low interaction and a low number of daily clicks (around 123) to the initial tagline #OSjetiSpektakl (#FeelTheSpectacle), from the 20th of April we moved on to a more aggressive campaign – MORAŠ DOĆI! (YOU HAVE TO COME!)

 

We invited our fans to share that message, and increased the number of visitors on our website to around 300 per day.

INNOVATIVE ACTIVITIES WE ORGANIZED DURING GRAND PRIX OSIJEK 2016 ŽITO CHALLENGE CUP

1.

Concert of Croatian band Vatra and a historical draw of starting order

First time in history of gymnastics, starting order was drawn in front of the audience in the Gradski vrt gym. It was followed by various activities and concert of the popular band Vatra.

If there is an effort, there will be a success
If there is an effort, there will be a success

2.

International Dance Day spectacle, opening band, DJ party…

We invited all dance groups from Osijek and they made a spectacle in front of the Gym, right before the historical draw of starting numbers. We also prepared a DJ party for volunteers and gymnasts, presented a young and perspective band and tamburitza band Kas. 

If there is an effort, there will be a success
If there is an effort, there will be a success

3.

Various activities, giveaways, prize contests, barbecue, games…

Judo training with kids
Judo training with kids
Judo training with kids
Judokas showing their talents
Judokas showing their talents
Judokas showing their talents

We gave added value to the fans during Grand Prix Osijek. There where gifts, prize contests, free barbecue and barbecue competition, interesting games…

Judo training with kids
Judo training with kids

4.

Announcer Vedran Car + co-host gymnast:

First time in history of the competition we had an announcer and a gymnast as his co-host. They talked with the audience, explained the rules during the competition and gave them extra information about gymnasts and gymnastics as a sport.

Capoeira in Judo Olympic Park

5.

Kids corner and gifts for children

6.

Fan engagement

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When we read these comments we know that all our efforts paid off:

“I really enjoyed being here. Osijek is one of the best competitions I have ever had. I really enjoyed the whole experience. The crowd and the organization were great. Thank you all!” – Elissa Downie (GBR)

 

“I won gold on the floor and obviously I am very happy about that. This is my second time in Osijek. Last time I visited two years ago and the whole competition improved and atmosphere is much better this year. You could see that the promotion is much better and I really like this competition. I hope I will come back again.” – Matthias Fahrig (GER)

 

“I love this World Cup and that a lot of people come to support us. It is a good thing for athletes, because it is much better to compete when the crowd is watching you. I think this is one of the best World Cups!” – Oleg Verniaiev (UKR)

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Results:

Visitors

Facebook reach

Instagram reach

Website visitors

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Are you a sports club, sports association, individual athlete or a sporting event organizer?

Contact us to see how we can help you improve your results!

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Excellent #digisport practice by @NYCFC informing its audience which content to expect on every platform during matchday. #smsports #NYCFC

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