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In short, the fundament of the project concerned a website called
hetoranjeplein.nl that covered reporting on the WC 2006 in a dynamic, immediate, compelling and entertaining manner, thereby enhancing and complementing the conventional WC editorial in the newspapers.
The initial feasibility discussions for hetoranjeplein.nl took place in februari 2006. Whilst time was running short and the risks were high, the initiative secured the participation of all regional newspapers in the Netherlands, in total 17 different titels belonging to 5 publishing houses.
In hinsight, the implications of the project have been farreaching. To name a few, journalists were trained as “cameo’s”, requiring them to create both editorial as well as video content; editorial desks needed to integrate references and links in WC related articles that seemlessly corresponded with online offerings; marketing was forced to create momentum through newsworthy and topical items that could come about anytime….. In any aspect, hetoranjeplein.nl has pushed the bounderies of journalism en newspaper publishing to a new level.
The website hetoranjeplein.nl was the leading product offering and anchored all applied communication and media in a clear and concise branding proposition of hetoranjeplein.nl.
All cross media spin-offs were create from this starting point, which included:
- Features and digital media eminating from hetoranjeplein.nl; Video footage from multiple locations in Germany, weblogs from well-known sports commentators, interactive functionalities with journalists on location, polls that were published in the newspapers, RSS feeds, SMS news reels and much more… Please see the following link for an example on video footage used: http://www.hetoranjeplein.nl/index.php?module=VideoGallery&category=2
- WC Coach; an online game that allowed players to select a dream team. On the basis of statistical data collected during the live WC, football players were awarded points. Prizes included exotic destination holidays and premiums. In the end, 30.000 gamers participated, paying Euro 3 for subscribers to the newspapers and Euro 5 for non-suscribers. A contribution of Euro 11.000 was made to the Foppe Foundation, a charity for children in need. In all communication, reference was made to WC Coach being an initiative of hetoranjeplein.nl
- WC’s of Orange; a 5 DVD series containing exclusive footage on the travails of het Dutch football team during all WC tournaments in which they were present. Footage was licensed from both FIFA as well as NOS (the national public sports & news broadcaster) to develop a unique DVD series on the history of Dutch WC football with never published archive material such as interviews, behind the scenes and its historical perspective. Also, news headlines were incorporated in the film as well as the covers, originating from the regional newspapers published at that time. The launch was supported by an intensive advertising campaign (in-paper, TV, Point of Sale and free publicity/PR) achieving not only sales, but also exposure for hetoranjeplein.nl and promotion for regional newspapers. |