IFRA XMA Cross Media Awards 2008 projects
	Company: Agora SA
	Project name: WIN EURO
	Topical category of the project
	C: Cross media communities for special interest groups (e.g. travel, young audience, gardening), that are a platform for new advertiser target groups
	General information about the publication
	Gazeta Wyborcza - the largest quality newspaper in Poland. "Gazeta" was created in 1989 as a platform for the first democratic parliamentary elections in Poland. The first issue had 150 thousand copies and eight pages. Currently, "Gazeta" is the best selling quality paper in Poland and its average pagecount exceeds 110 pages. Gazeta.pl is one of Poland's leading Internet portals. Every third Internet user in Poland visits our service. „Win EURO” is a part of a game cycle based on famous competition in Poland “Win the League” – the biggest Polish soccer manager. „Win the League” – was created as a continuation of the biggest virtual soccer competition in Poland: „Piłkarzyki - Win the League”, which was created in 2005 – by the portal Gazeta.pl- and “Win the League” – game organized by “Gazeta Wyborcza". The 13th edition of “Win the League” competition, in which 97 000 virtual teams took part, started in July 2007. The game lets users create and manage a virtual soccer team made of soccer players from Polish ExtraLeague. The achievements of game participants depend on the results achieved by the players in the real league games. This game gives participants a unique opportunity to play a role of the coach and the professional manager of a soccer club. As the name indicates, “Win EURO” concerns European championships 2008. The game lets users create and conduct a virtual fsoccer team composed of the players taking part in Euro 2008. The achievements of the participants of the competition depend on results achieved by chosen players in the real football matches during Euro 2008. Everyone can play! You don’t need to be a specialist to take part in this game.
	Project description
	“Win the League” (umbrella brand for a game cycle) is a cross media community product. “Win the League” spans over following games: “Win the League”, “Win the Champions' League”, “Win the Speedway League” and “Win Euro”. "Win Euro" as a part of the cycle engages almost all Agora's media as comunication channels with game participants and creates community around soccer events in particular around EURO 2008. Why is it worth playing? In our game everyone can feel like a boss of a real soccer team. For this you need to know the players taking part in European Championships, you also need to have capability of making decisions, the sport instinct and luck. How to join the game Everyone can play. Participants do not need to be experts in soccer to join. For amateur who don’t know how to start, we prepared special LOSUJ formula (DRAW LOTS formula). Participant sends a text message (an SMS)WE.losuj.nazwadrużyny.prezes, and receives a team, prepared by “Win EURO” experts who know very well all footballers taking part in Championships. Participants join the game via text message with a team properly created The team is put up to the competition through the command NOWA (NEW). After having sent the right text message the player will receive a return message with the confirmation of realized operation and with team members. For more experienced participants the game has an option of sending an SMS text message with a soccer team properly formed. They can apply the team through the command NOWA. Exemplary text message: WE.NOWA.NAZWADRUŻYNY.PREZES.1-3-4-3.100.200.201.202.500.501.502.503.800K.801.802.101.202.203.204.504.505.803 We send text message for the number 71007 After having sent the right text message the player will receive a return message with the confirmation of realized operation- YOUR TEAM WAS SUBMITTED. You can enter the game as well through the formula LOSUJ (DRAW lots). WE.LOSUJ.NAZWADRUŻYNY.PREZES Transfer lists and players limits While creating a team one must remember about the limit of players from the same country. There can be maximum 4 players from the one national team. For the semi finals and the final match, there can be six players from the same country. This rule’s aim is to make managers try harder when choosing players and managing the club. Transfer list and the beginning of the tournament contains names of tall the players taking part in the European Championships. Each player has its position on the pitch and a three-digit code for text messages. Selling the players If the chosen player does not meet the expectations, he might be sold. How can a team enter the round In order to collect points, a team must start playing virtual games. The list of players for the game must be sent in a text message with a commend: NEW or DRAW; during the game commends: SELL, POSITION and CHANGE can be used. Each chairman must choose a captain for its team. The captain, being the most important player, gets double points. Who wins? The result of a particular team depends on the collective number of points gained by all the players who played and scored in a given round and it defines the place of a team in that round. The number of points collected in all rounds gives the team its position in general ranking list. In case of a tie the team who entered the competition earlier wins.
	The basic idea of the project
	The basic idea was to create a big, committed community around soccer games and events. Interactive game + Real Soccer Emotions = Committed players The purpose – positioning as a creative medium thru innovative product, connected with popular sport games and events, engaging new channels e.g. mobile phones as a game platform. Besides positioning the purpose was to build reach and revenues. We wanted to target all soccer fans regardless the age or sex. Our communication was addressed to new potential players and to all players taking part in our previous Win the League editions. The product is a great retention tool as well as an acquisition one. In order to prepare attractive prizes for our game we engaged a sponsor to our project. Sponsor banners are presented in Win Euro communication – in newspaper, online, mobile and mobile java application. Prizes – general classification 1. Prize - 30 000 zł (apr. 9 300 Euro) 2. Prize - 8 000 zł 3. Prize - 3 000 zł 4. Prize - 1 000 zł 5. Prize - 500 zł 6. Prize - 500 zł 7. Prize - 500 zł 8. Prize - 500 zł 9. Prize - 500 zł 10. Prize - 500 zł Plus many smaller prizes between 500 – 1500 zł for consecutive phases winners.
	Used media channels

	Newspaper		Supplement/Magazine
	Mobile Services		Online

Other:	Forum, Blog
	The implementation
	Win Euro is an SMS based game prepared by Mobile Content and Services Team in Agora. Win EURO community is supported by almost all Agora’s media, plus it gives a participants an innovative tools to take part in the game. Participants may get information about EURO games on www.sport.pl - Agora’s sport portal, in special edition Gazeta on Euro – our daily newspaper supplement, they may receive information via mobile Java application “Sport – EURO” – application is free of charge and it gives its users the following information: game scores, national teams, game callendar, and on-line text transmission from all games. Application is distributed via www.sport.pl, www.wygrajeuro2008.pl, and gazeta.mobi http://gazeta.mobi/mobile/0,0.html (our light mobile portal) Players may also read our on-line text transmission on www.zczuba.pl - which is a “different sport portal” – humorous sport information, humorous on-line transmissions provided with pictures. At the same time we give our players space and tools to communicate between each other, exchange information, opinions, comments and photos. All participants may communicate between each other on special Win the League Blog service and Win the League Internet forum. Information about the game are presented in special www.wygrajeuro2008.pl service and printed in Gazeta Wyborcza. On www.wygrajeuro2008.pl there is also a space to present game winners (group phase, quarter finals, semi finals). In menu on the left hand side you will find “Wiadomości “ – news about actual game status, interviews with consecutive phase winners, their names, photos, collected points, information about top EURO footballers etc. Adequate screen shot documentation is attached in our application. An interview with a winner will be printed in Gazeta Wyborcza on July 1st. We communicated our product in: - our daily newspaper Gazeta Wyborcza, - magazines Logo and Smart, - on www.gazeta.pl, - www. Sport.pl, - promotional boxes on Internet sport oriented forums - light portal gazeta.mobi, - advertising banner in Sport Euro java application - bulk SMS – 70 000 – Win the League participants, 30 000 – other footbal games and quizes participants - and direct mailing 100 000 users
	Image(s)
	Win Euro_site.JPG  (124 KB)    WE_blog.JPG  (115 KB)    forumEuro.jpg  (100 KB)    Win the League site.JPG  (72 KB)    zczuba_online transs..jpg  (115 KB)    Java Application_Sport_Euro.jpg  (25 KB)    Game _Scores on offiial site.JPG  (68 KB)    VIP_league_scores.JPG  (69 KB)    interview with a winner.JPG  (95 KB)    interview with 1st phase participant.JPG  (98 KB)    interview with competition leader.JPG  (84 KB)    GW_special supplement_Gazeta for Euro.JPG  (65 KB)    GW_Gazeta for Euro_game information.JPG  (39 KB)    WE_direct_mailing_100users.jpg  (83 KB)    Promo_HP_gazetapl_2.JPG  (52 KB)    Promo_HP_pol_2.JPG  (187 KB)    Promo_sport_HPP.JPG  (47 KB)    Promo_WE_cjg.JPG  (39 KB)    Promo_WE_gosp.JPG  (41 KB)    Promo_WE_HP_Sport_button_2.JPG  (199 KB)    Promo_WE_sport_art.JPG  (191 KB)    Promo_WE_wobroty.JPG  (30 KB)    WE_sport_art2.JPG  (166 KB)    Promo_Sport_newspaper_02_06_08.JPG  (192 KB)    gazeta_mobi_SPORT EURO_java aplication link.jpg  (73 KB)    SMS_info.jpg  (17 KB)
	Links
	www.wygrajeuro2008.pl/article.php?id=99&cat_id=1 www.wygrajeuro2008.pl/article.php?id=125&cat_id=1 www.wygrajeuro2008.pl/article.php?id=111&cat_id=1 www.wygrajeuro2008.pl/article.php?id=105&cat_id=1 www.wygrajeuro2008.pl/article.php?id=94&cat_id=1 www.wygrajeuro2008.pl/article.php?id=104&cat_id=1 www.wygrajeuro2008.pl/article.php?id=109&cat_id=1 www.wygrajeuro2008.pl/article.php?id=117&cat_id=1 www.wygrajeuro2008.pl/article.php?id=127&cat_id=1 www.wygrajeuro2008.pl/article.php?id=135&cat_id=1 www.sport.pl/sport/0,90979.html www.zczuba.pl/zczuba/1,90960,5289832,To_jest_ten_d ... www.zczuba.pl/zczuba/1,90960,5289325,Portugalia___ ... www.zczuba.pl/zczuba/1,90960,5290799,Ten_drugi_dzi ... www.zczuba.pl/zczuba/1,90960,5294661,Grupa_smierci ... www.zczuba.pl/zczuba/1,90960,5313501.html www.sport.pl/sport/77,89348,5322682,Wlochy_Francja ... www.sport.pl/sport/1,90724,5325390,Loew_obejrzy_cw ... www.sport.pl/sport/77,90725,5322991,Holandia___Rum ... www.sport.pl/sport/1,90724,5322613,Niemcy_drza_prz ... www.sport.pl/sport/1,89361,5327287,Futbolowa_rewol ... www.sport.pl/sport/77,89355,5326689,Rosja___Szwecj ... www.sport.pl/sport/77,89350,5326664,Grupa_D__Hiszp ...
	Project results
	General results statistics may differ (in plus) after the scores will be finally calculated on July 1st. Win Euro game results: - 39 395 SMS sent by participants - 16 500 teams competing for the main prize www. wygrajeuro2008.pl (supporting site) results: - 22 464 unique users - 53 940 visits - 268 756 hits The main result was building a vibrant community around Euro 2008. The community was really cross-media (paper, online and mobile). The people were deeply engaged in managing the teams and checking the results on a daily basis. They heavily used SMS, they read the Newspaper special section, surfed thru dedicated Blogs and Forums, downloaded the Java application with Euro 2008 data. We had an enthusiastic feedback from the users.
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