For the 2014 FIFA World Cup, ITV wanted to launch a digital campaign to support and add value to their extensive tournament coverage. The aim of the campaign would be to not only help position ITV against the BBC credibly, but also drive consumers to the ITV website, boost followers of @itvfootball and create compelling online engagement and get people talking about ITV.
Research showed that not only was football a passionately discussed topic on social media, but more people were filming and taking photos of their reactions to great moments in matches. #goalface was born. A campaign asking fans to tweet their goal celebration ‘selfies’ to @itvfootball during the matches. This strategy would also support ITV’s sponsor Sony, which wanted to show off their new Sony Xperia Z2 phone which featured a higher resolution camera.
The #goalface campaign was rolled out across ITV, launching at first only on @itvfootball’s social channels with further support from other ITV channels. After each game highlight, fans were asked to share their #goalface with the best ones were published on itv.com/goalface. Each #goalface submission was interacted with to ensure fan loyalty with ITV’s coverage and the best of the best #goalface moments were RTed and shown on air during commercial breaks.
To help further the conversation and sharing of #goalface action during the tournament – 4 of the best goalfaces of the day were chosen for the Goalface of the Day Poll. Each vote was encouraged to be shared socially which in turn led people back to itv.com/goalface to be able to vote for their favourites.
The campaign saw more than 50m impressions with a reach of over 7m. The hashtag was used almost 25,000 times and drove 80,000 website hits.
The @itvfootball account saw an increase of more than 75,000 followers during the tournament and #Goalface out-performed the BBC’s #myworldcupseat in terms of overall impressions.