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WAN-IFRA XMA Cross Media Awards 2010 |
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Company: Kustannus Oy Aamulehti |
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Project name: Futisgurut |
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General information about the publication |
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Aamulehti is Finland's second biggest 7-day quality newspaper, published in Tampere. Circulation: 139 000. Web: 260 000 unique visitors / week. |
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Entry description |
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Futisgurut means "football gurus". In Futisgurut we have recruited some 20 enthusiastic football amateurs to comment and analyze alla the World Cuo 2010 games online, and even during the matches. |
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The basic idea of your cross-media local project |
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The two basic questions were: 1. How to compete with huge international media coverage from Football Wotld Cup? And 2. For what reason would anybody open our web pages during the world cuo matches? We thought the only way to compete with international coverage is to offer some local experts, commenting in finnish language - BBC does not offer that. And if we can make commenting real-time, then people could check our web pages even during matches.
The comments of the experts also provide very good material for our printed newspaper - analysis and clever jokes.
So: The actual happening is global, but the way we handle it is extremely local cross media.
We use SparkBox -technology which was created primarily for us by our local IT-partners, Geniem oy. SparkBox gives us a tool, which is kind of "provate facebook". All the experts can write their comments from their own sofa over the web and they are published in real-time on our web pages, on the special page www.aamulehti.fi/futisgurut.
The target is of course alla the football enthusiasts, which we try to impress with the most profound and accurate commenting that any finnish media can offer. There are 20 commentators, including referees, coaches, players and pure amateurs, but they all are experts in football. |
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Used media channels |
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www.aamulehti.fi/futisgurut |
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The implementation |
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The project was implemented on friday, 11th of June, when the world cup started. It will last until the world cup is over.
The driver is our web department (I am the head of web department).
This is a joint project between print and web: The comments come forst to web. The best comments make it to the printed paper. |
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Image(s) |
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Links |
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www.aamulehti.fi/futisgurut
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Results of the local project implementation |
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The success is yet to be seen. The project just started.
We have a commercial partner in our project: Veikkaus Oy, the finnish state-driven betting company. From the business point of view this has already been a success. Veikkaus has bought the wall paper behinf Futisgurut and they also have a big display ad on the page. As the material Futisgurut provides is largely speculation of what is ging to happen, the betting company is already very satisfied. |
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