In 2014, the 100 year anniversary of the foundation of CONI, the Italian Olympic Committee, was celebrated. The aim of the event was to promote the history and the values of the Olympic Committee among people, involving sports fans both online and through the many events organized in the area.
Approach
We enhanced the union between "culture, sports and entertainment" by designing a series of web tools, Digital PR and communication activities, aimed at engaging social sports fans, star Olympic athletes from past and present, the National Sports Federations and Centenary sponsors.
Execution
We dealt with social media management on Facebook, Twitter and Instagram, defining the publishing schedule of the content. In particular, we implemented the quiz "Play with CONI": a Facebook application with which fans and sports enthusiasts had fun challenging their friends and climbing the ranks of the most experienced on the history of Italian sport. We inaugurated the official CONI Instagram account and we reconceived the official Twitter profile as a Digital PR tool and enhancement of the activities carried out by the Sports Federations and the athletes. We conducted the social media coverage of the opening ceremony of the Centennial and the #GameOpen event.
Result
During promotion of the "100 years of CONI" event, the official CONI Facebook page had an increase of 6989 Fans. The "Play with CONI" quiz generated 1,074 games played by 218 registered users, with an average of 5 games per player. The Twitter account had an increase of 1465 followers, with a 308% increase in mentions and an increase of 1286% in retweets.
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