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'The Daily Nation' World Cup Special
In the weeks leading up to the World Cup, we (The Daily Nation) offered a special section that we flagged as "World Cup — the Countdown". It was initially a two-page section that grew to four and eventually five pages as the tournament drew closer.
Supplements/Magazine:
During the World Cup itself, we had five dedicated Fifa World Cup pages and for the Mondays, we launched a new magazine "Football Monday", a 12-page pull-out dedicated solely to World Cup Coverage, which proved to be an instant hit.
Also, we published a 20-page Fifa World Cup Special on the day of the tournament's kick-off on June 9 complete with all the squad lists, group by group analysis, complete fixtures, special focus of African teams and also a poster of World Footballer of the Year Ronaldinho.
Mobile services:
We launched an interactive mobile Fifa World Cup update service that required users in Kenya to send an SMS with the word "FOOTBALL" to the number '6667' after which they would be updated on the latest World Cup scores and news highlights.
Radio/TV:
The Nation Media Group's sister television and radio outfits, NTV and Easy FM, were involved in backing up and enhancing The Daily Nation's Fifa World Cup coverage as they both carried regular commercials and promos on what to expect in the following day's Daily Nation newspaper. This boosted sales.
Also, SMS quizzes were published in The Daily Nation with the answers made available on Easy FM radio thus, in complimentary fashion, helping increase the Daily Nation's readership and boosting Easy FM's listenership.
Online:
The Daily Nation's online service: www.nationmedia.com backed up the newspaper's web pages with regular quizzes on Fifa World Cup subjects.
Conclusion:
As a result of this multimedia approach and special coverage of the Fifa World Cup by the Daily Nation, the newspaper struck its all-time highest revenue on a single day in the course of the championship, i.e. 14 million Kenya shillings (approx. 190,000 US dollars)! |