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Blick Fussball-3, Zürich (Ringier AG, Schweiz). |
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Project name |
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Blick Soccer: EURO 2012 Bunny Oracle
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General Publication Info |
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Blick offers solid information and features exclusive entertainment. Switzerland's only tabloid boasts a paid circulation of 208,360 copies and a readership of 622,000, making it the most widely read newspaper in the country.
Since its foundation in 1959 Blick has undergone various changes in terms of content and appearance; the daily's format has also been repeatedly updated. Blick's strength lies in its exclusives. It stays in close touch with the people and depicts the faces its readers are moved by. Sports have always been given special emphasis and are featured in a separate section. Blick is a political newspaper whose reporting remains independent.
Blick uses cross-media references: Regular exclusives on Blick.ch provide added value and an incentive for readers to visit the paper's homepage. Various service features make Blick a useful source of advice, whether for buying a car or simply choosing the evening's best TV entertainment program.
Blick delivers state-of-the-art tabloid journalism with a big format, big pictures and big stories.
The entire Blick group of offerings has been produced in a central integrated newsroom since March 7, 2010.
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Idea and Implementation of your special project |
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For the 2012 Euro Cup in Poland and the Ukraine, four bunnies oracle on the result of the 31 games. Two brown bunnies, one black and one white bunny. For the Blick Euro 2012 Bunny Oracle, we specifically built a miniature bunny soccer stadium on a farm close to Zurich. The bunnies had to choose between two goals with a carrot and the colors of the respective teams playing. The bunny enters the stadium via the catacombs. Within 90 seconds the bunny had to choose one goal and by doing so gave his forecast for the match winner of the day at the Euro Cup 2012. If the bunny did not choose any goal at all the match was believed to end tied. Each bunny had his own mentor, that is, sports stars from Switzerland. Ice-skater Sarah Meier, heptathlete Lind Züblin, olympia champion Donghua Li and wrestler Nöldi Forrer. All of them well known to our target audience in Switzerland.
The Euro 2012 Bunny Oracle was introduced to our readers via our print channels (Blick, Blick am Abend, SonntagsBlick) as well as online, mobile website, mobile applications and in our social media channels (i.e., Facebook, Twitter, Google+). In order to get our readers further involved we ran several initiatives on our social media channels. First, users were asked to name the bunnies through various channels. Second, users had the opportunity to submit questions to the bunnies and the bunnies then answered them by choosing one of the goals. Third, users also had the opportunity to visit the bunnies live at our miniature stadium in Zurich. Fourth, users could also follow our bunnies live via our WebTV across all our digital channels including social media.
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Project results and results monitoring |
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The Blick Soccer Euro 2012 Bunny Oracle was a great success. Our oracle pages online received more than 65 million visits from a total of 35 million visitors. About 15% of this traffic was generated through our social media channels. The videos of our campaign where viewed more than 150'000 times. Our mobile application for iPhone generated 8 million visits and our mobile website 17 million visits. Further, a large number of users directly visited our miniature soccer stadium close to Zurich. All in all, our goal to better integrate all our available news channels (print, online, mobile browser, mobile applications and social media channels) and to engage users across all these channels was highly exceeded.
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Additional comments |
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LINKS |
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https://www.facebook.com/blickfussball
http://www.blick.ch/sport/fussball/
http://www.blick.ch/sport/fussball/euro2012/
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General contact and feedback address:
Ms. Raquel Meikle
Programme Manager Events
WAN-IFRA
Darmstadt, Germany
Phone: +49-6151-733.927
E-Mail: raquel.meikle@wan-ifra.org
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