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theSun is Malaysia’s only FREE national newspaper, publishing 230,000 copies Mondays to Fridays with a target audience of PMEBs in key urban market centres.
theSun kicked off its “Score with theSun” project by publishing a pre-World Cup supplement to provide readers with an appetizer of the month-long fest.
To ensure that readers get their daily World Cup treat, the number of daily sports pages was also increased.
However, due to the time difference, the morning paper was unable to carry reports on the late matches. So, theSun tied up with sponsors to publish 110,000 copies of a special noon edition of theSun on the World Cup. The 16-page special edition was published on every post-match day and distributed free at selected locations in Kuala Lumpur, the surrounding Klang Valley and Penang.
PDF and RSS newsfeed versions of theSun’s World Cup reports were also available online.
SMS polls via mobile phones were held from time-to-time, whenever a controversial issue arose, for example, the penalty shot in the Australia vs. Italy match.
Community events were a big part of the Score with theSun project.
theSun together with sponsors, held a series of six Score with theSun Football Fever Parties to give hundreds of football fans a place to celebrate. A giant screen showing the matches live, football-related games and entertainers created a festive carnival atmosphere right from the opening match and culminating in the gripping final match party that lasted until 5.30am.
A 3-km walking treasure hunt with World Cup related questions, the Score with theSun Football Walk Hunt, was organized for readers on one weekend.
theSun also held several World Cup Photos of the Week exhibitions at various shopping malls to allow football fans a chance to see photos of their favourite players in action that were not printed due to the lack of space. The photos were provided courtesy of EPA and Reuters.
Besides events for readers, theSun’s marketing team also visited advertisers and media buyers with football trivia quizzes and prizes and also organized a day-long futsal carnival for agencies and advertisers to have fun, meet and mingle. |