Campaigns: Broadcast/digital - 5 Live Football player scores with fans

Campaign: 5 Live Football Player
Client: BBC Radio 5 Live
PR team: onlinefire
Timescale: August 2008
Budget: C. £20,000

The 5 Live Football Player is an online widget that delivers 5 Live audio and video content, and can be tweaked to focus on individual teams. BBC Radio 5 Live appointed onlinefire to raise awareness of it.

Objectives

- To engage with fanzines and bloggers

- To encourage customers to download the player

- To recover the 'missing million' - the million listeners 5 Live wanted to capture from other football-based content

STRATEGY AND PLAN

Through research, onlinefire found where grassroots football fans congregate online and communicated with them one-on-one, adjusting the player to correspond with the relevant team for each fan site. Partnerships were struck up with umbrella sites hosting a range of fan sites across UK football leagues, and onlinefire maintained conversations with fanzine owners.

MEASUREMENT AND EVALUATION

Reports were made available daily showing the number of unique downloads of the player, along with visits to the 5 Live site. The measurement also showed which pieces of online coverage drove most traffic.

RESULTS

The player was downloaded more than 1.5 million times, and more than 500,000 unique users were driven to the Radio 5 Live website. In excess of two million users were exposed to the player. For every £1 spent, the player was downloaded 110 times.

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