For the European Football Cup (June 8th to July 1st) , the french e-retailer Rue du Commerce asked us to create a prediction contest for its Facebook community. Within few weeks, we brought thousands of new likes and multiplied by 4 the engagement rate of the page.

1. GOAL!
HOW TO RECRUIT AND ENGAGE SUPPORTERS ON FACEBOOK
x

2. WE LOVE FOOTBALL...
For the European Football Cup (June 8th to July 1st) , the french
e-retailer Rue du Commerce asked us to create a prediction
contest for its Facebook community.
FRA VS ENG FRA VS UKR FRA VS SWE CZE VS POR GER VS GRE
SPA VS FRA ENG VS ITA POR VS ESP GER VS ITA SPA VS ITA

3. ...AND FACEBOOK APPS.
The game was simple and sharing-oriented.
Just predict the score and you’re set.
This is what we call a snack app.
Participation and virality were boosted by
the great prizes offered by RueDuCommerce

4. IT’S NOT ONLY ONE GAME.
The aim was to create a recurring moment for this community, by giving them
Number of the chance to share their predictions on 10 different matches, one at a time.
participations
2400
2145
2035
1800 1648 1651 1677
1417
1160
1200 1075
983
687
600
0 FRA VS ENG FRA VS UKR FRA VS SWE CZE VS POR GER VS GRE SPA VS FRA ENG VS ITA POR VS ESP GER VS ITA SPA VS ITA
Match

5. TAKE A SIT IN THE FACEBOOK STANDS.
4,5 %
8-10 PARTICIPATIONS : THE AMBASSADORS
7,9 % They support the brand on Facebook in sharing content with their networks.
The Ambassadors are crucial to increase your viral reach.
12,2 %
5-7 PARTICIPATIONS : THE ENGAGED FANS
Client or future client, they interact with your brand on Facebook.
They are listening to your messages.
3-4 PARTICIPATIONS : THE AMATEUR
75,4 % They are interested in contests and games.
They are looking for fun and Facebook is a great playground for them.
1-2 PARTICIPATIONS : THE CURIOUS
Even if they are curious and try new experiences, they mainly use Facebook
basic features such as hanging out with friends.

6. IT’S DIFFICULT TO BE NOSTRADAMUS.
78,3 %
14 % 77,9 % 85,2 %
5,3 %
8,5 % 20,1 % 1% 10,4 % 0,2 %
FRA VS ENG FRA VS UKR FRA VS SWE CZE VS POR GER VS GRE
21,9 %
56,9 % 14,6 %
7,6 %
43,1 %
2,3 % 1,6 %
11,2 % 11,5 %
0%
SPA VS FRA ENG VS ITA POR VS ESP GER VS ITA SPA VS ITA
It’s hard to bet on the right score. % of people predicting the right winning team (or draw)
Give the opportunity to your community to play
% of people predicting the right score
several times, you will increase your reach.

7. WE BROUGHT NEW SUPPORTERS.
New likes
1200
June 8th - BEGINNING OF THE GAME
1123 new fans in one day
900
Game period : ~ 3 weeks
600
300
Before : 53 new fans per day
0
Time
4,5x new page likes during the game

8. IT’S ALL ABOUT ENGAGEMENT.
Engagement
rate (%) 4,91%
5,00
3,75
2,50
Game period : ~ 3 weeks
1,25
0
Time
Thanks to this interactive contest, Rue Du Commerce has reached a 4,91% engagement rate.
4x the page engagement rate !

9. HEAR THE VUVUZELA EFFECT.
Reach Game period : ~ 3 weeks
200000
MAX REACH : 168144 users
The OVP Mix to increase your total reach:
Organic, Viral, Paid.
150000
3,5x the reach
to enhance the page EdgeRank
100000
Total Reach
50000 Viral Reach
Organic Reach
0 Paid Reach

10. TIME OUT.
VISITS PARTICIPATIONS CONVERSION RATE
26762 14478 54%
PLAYERS NEW LIKES
6591 4301
AVERAGE REACH (BEFORE) AVERAGE REACH (DURING THE GAME)
56k 2x
117k
AVERAGE ENGAGEMENT RATE AVERAGE ENGAGEMENT (DURING THE GAME)
0,97% 3,7x
3,55%

11. MANY THANKS TO
ROMAIN GIACALONE
FROM RUE DU COMMERCE
FOR HIS HELP ON THIS PROJECT

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