Case Study: Creating unique content for specialised fan portal Navijačnica
FOCUS POINT FOR CROATIAN FANS DURING EURO2016
MAIN GOAL: create a place for Croatia national team fans to visit on a daily basis, and to engage those same fans to send us videos and photos of them watching the games, cheering and celebrating in France, as well as all over Croatia
“Cooperation with Overtime, on the biggest fan project organized by Hanza media, was excellent! Overtime proved itself as an ideal partner in the content creation and promotion of the project. Overtime team showed its enthusiasm and worked hard more than 9 weeks. Most of all, I would like to point out their composure and creativity in problem solving. Their efforts and work have brought the desired added value to the project since Navijačnica become a focal point for unique fan content and entertainment.”
Petar Košćakdays our activities went on for
Fans/followers numbers we achieved
Page Views
Unique page user
Facebook page likes
Offline activities
Hanza Media, Organizacija and Overtime, partners of the project, had two offline activities during the project. We organised one guerilla activity and public watching of Croatian national team matches during Euro 2016 in History Bar, Tkalčićeva Zagreb, Croatia.
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LESSONS LEARNED DURING THE PROJECT
1.
CREATE UNIQUE CONTENT
Our articles weren’t like those in conventional media that covered Euro 2016. Except unique articles, we delivered lots of infographics, gifs, photographs, videos and embedded posts from social media.
2.
ENCOURAGE FAN ENGAGEMENT
Through almost two and a half months of cooperation, Hanza Media, Organizacija and Overtime created 10 photo and video contests. We received lots of applications, and the most creative fans were awarded with valuable prizes.
3.
BE ACTIVE 7 DAYS A WEEK ON ALL PLATFORMS
We were active every day of the week. Even during the weekends and holidays (and Croatia has a lot of holidays in May and June). That’s the reason why we’ve created 108 articles and more than 150 Facebook posts including 9 live videos.
4.
CREATE EMOTIONS
Croatian national football selection is one of the sanctities in Croatian society. Most of the people are united when it comes to our football selection. Croatia also played great football in France. So we focused on emotions, brought fans to our portal and encouraged them to send us photos of them supporting our national team.
total number of applications for our big prize contest
Hyundai and Navijačnica launched a big contest in which the lucky winner Gordana Špišić won a new Hyundai Elantra
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In one of our video contests, fans needed to film their celebration after the goal. Between lots of applications, our jury chose this video which enabled applicants three tickets for the Croatia – Turkey match in Paris on 12th June.
In the next photo/video contest, our readers needed to film their “crazy” goalkeeper dance during the penalty kicks. Look at the video that won the modern LG OLED TV.
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