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Project Title: World Cup GoGoGoal (Chinese Title: 世盃GoGoGoal)
Aim: Increase number of readers, especially to recruit young readers
Content:
1. Special Edition Magazine + VCD
A special edition magazine providing a comprehensive analysis of the strength of the 32 qualified teams was published in May. It is a guidebook for “healthily” watching 2006 World Cup, instead of encouraging soccer gambling. A complimentary VCD carrying lectures by football stars and gallery was enclosed and popular among teenagers. It recruited non-newspaper readers before the game stared. As it promoted non-gambling game watching, it was welcomed by parents and teenagers.
2. Newspaper
Athletic professionals had been invited to participate in a daily column called ‘Golden Goal Discovery’ (金球新發現). It was to present how a goal was scored with 3D graphics (‘golden goal.jpg’). For example, the athletic professionals calculated the goal of Italian defender Grosso scored at semi-final Vs Germany was at 26km/h and a 3D graphic was used to show it. This presentation was very innovative in Hong Kong and it greatly assisted readers to understand the game.
Creativity was shown on such a traditional media channel. For example, instead of using the stars’ photos, their portrait was presented so as to make it more interesting (preview 01.jpg and preview 02.jpg). And, before the Final, the cover of the World Cup story was a caricature poster, which was attractive to young people (cover story.jpg).
‘Daily Star’ (星cup戰將, daily star.jpg) was to profile famous World Cup Stars with feature writing style and presented with poster-type layout, which made this section as one of the most popular columns.
3. Web site (News and Online games)
Internet complemented newspaper for widening readership. Young people like on-line game and web voting, which could maintain their loyalty to the newspaper and website. Therefore, games and voting areas were introduced on the newspaper and its web version (game.jpg). It received very good response. The website was on average browsed by twenty thousand computers per day and over three hundred thousand of the pages were browsed daily. Our Server:
ftp://ftp2.mingpao.com
(then right click and choose login as)
Login : mpspcomp
Password : cm26gvw |