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BACKGROUND:
Ekstra Bladet has 20.000 participants in the online Sportspanel. Through the Sportspanel we have a personalised dialogue with the members through emails and questionaires. We promote relevant articles and frequently use questionnaires to involve the members in the content and the development of the newspaper.
WORLD CUP EXPERTS:
We have tried hard to attract new members. Mostly through competitions with prices. But the members joining through competitions doesn’t last. Therefore we wanted to do things differently with the World Cup in Germany.
Our idea was: “To give readers a chance for 5 minutes of fame“. By giving access to write in the newspaper we would attract sports interested readers and get long-lasting members. Making the Sportspanel visible in the newspaper – print and online - would raise the interest and make existing members feel more valuable.
Secondly we also wanted to involve all the applicants that didn’t become a WC expert. We did that through emails and questionnaires and brought the answers in the newspaper.
TARGET GROUP:
Men interested in football and frequently online users.
MEDIA CHANNELS:
We used print and online. The print channels were our three newspapers and postcards around in cafes in Copenhagen. Online we used the three newspapers homesites and all the mayor sportsites in Denmark.
MARKETING:
We simply posted ads to apply for being one out of 32 World Cup experts – one for each country. Applicants had to choose their favourite team, answer specific questions about it and describe in their own words WHY we should choose them as a WC expert.
EXECUTION:
If chosen, they wrote in the newspaper every time their team had played and had a blog on the internet. We only wanted applicants really interested in football and the WC teams. Therefore we didn’t have any prices. Furthermore applicants had to be a member of the Sportspanel to have a chance to be a WC expert.
In close cooperation editorial and marketing chose the 32 WC-experts. We sent several questionnaires during the WC to use in the newspaper. Finally we had the applicants to evaluate the project and our coverage of the WC. |