ITV World Cup

Project type: Campaigns

For ITV’s coverage of the 2010 FIFA World Cup, we were commissioned to create an online campaign that increased ITV Football’s Twitter followers, Facebook likes and level of social activity and buzz around the coverage.

Utilising its overlay functionality, we created a Twibbon campaign that allowed fans of all participating nations to add their favourite team’s flag to their Twitter or Facebook avatar.

Viral components were embedded in the join process, such as auto-following, like-gating and automatic tweets/status updates from a user whenever they added a flag, encouraging their friends and followers to do likewise.

The campaign was a massive success, with over 250,000 fans adding their country’s flag to their profile picture. This in turn led to a doubling in likes for the ITV Football page in only the 1st week of the campaign, as well their Twitter follower count increasing from 4,000 to 30,000 in just a fortnight.

Both ourselves and ITV loved the outcome so much, we created a cool video showcasing the campaign’s popularity: