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Times Newspapers Ltd's extensive World Cup coverage saw partnerships with Betfair and Chrysler Dodge. These partnerships saw real integration across Times Media products for both of these significant brands.
TNL’s coverage was headed by David Baddiel and Frank Skinner's football podcasts – exclusive to Times Media – which were listened to by more than 900,000 readers. This content was positioned as the fans’ voice alongside the main coverage and was sponsored by Dodge.
From day one, the existing podcast-consuming audience and newcomers to the medium embraced Frank and David. On the strength of a short preview clip, a rush for subscriptions propelled their podcast straight to the top of the iTunes podcast chart.
With upwards of 56,000 regular subscribers, plus countless occasional listeners, downloading approached 900,000 episodes over the 15-part series. Frank and David had beyond any doubt established the mainstream appeal of the medium.
The package involved exclusively commissioned content in both The Times and Times Online. The sponsorship also covered dedicated pre- and post-event supplements in print; plus associations with Times Online's live news, match coverage, weblogs and email bulletins.
Enhanced live match reports provided a unique perspective that combined the robustness of on-the-spot minute-by-minute commentary with the analysis of a Times correspondent at the stadium. This dual perspective was enhanced by live goal animations and match/player statistics that combined to provide unparalleled live coverage, which was extended to mobile phones via a java application and SMS.
The 2006 And All That weblog combined the perspectives of several correspondents who mixed with players and supporters alike. The fantasy football game, which also had a 1966 theme, attracted over 20,00 teams.
Additional turnover from special projects (compared to the previous World Cup) went up by 297%. Additional ad revenue year-on-year in sport and football saw a 99% increase. This was up 78% compared to Euro 2000 and 114% on the 2002 World Cup tournament.
“This Year has been our 1966. Commercial delivery has surpassed all previous World Cups and European Championships. This is the first World Cup where we have offered a truly integrated multi-platform offering.” Ian Clark, Ad Sales Director. Campaign (June 9).
Post campaign analysis suggested that Times Media users were 20% more likely to be aware of Betfair than all other gamblers.
Times media brand endorsement delivered the single most effective response mechanism for Betfair, with 70% higher awareness of their £1million promotional initiative. The campaign encouraged active engagement - with Times Media users being more than twice as likely to enter the competition or go online for more information.
Those users who use Times Newspapers and Times Online were 107% more likely to recall Betfair’s campaign than all other occasional gamblers.
BASE Research Now! (June 2006) - online survey - 800 interviews with mid-market and quality newspaper related online users who place between 1 and 4 bets a month. |