Derby Live Football Match Commentary
Derby, focusing on football fans, launched a Live Football Commentary Banner campaign with TVekstra during the critical May championship period. Targeting fans unable to watch matches live, Derby integrated a banner with Maçkolik on TV8’s popular Survivor All-Star show. Viewers could pin the banner to follow live match commentary without switching screens. The campaign for key Galatasaray vs. Sivasspor and Konyaspor vs. Fenerbahçe matches achieved 906,000 impressions, with 10,002 viewers pinning the banner for an average duration of 17 minutes and 22 seconds—the highest in any Info Banner campaign to date.
Description
With its recent investments in football, Derby continues its communication efforts in channels where football fans are present. In terms of excitement, May is one of the most important times for the football world, as it is the final period of both leagues and tournaments. There is also a fierce championship in the Turkish Super League. As a brand that knows the importance of every minute of football, we launched our Live Commentary Banner project with TVekstra for football fans who cannot watch the championship live. The increasing traffic on Live Match Result websites before the games start indicates that many football fans, unable to watch matches through traditional broadcasters, experience the excitement of the game on these platforms. This trend suggests that television viewers increasingly require a second screen for match updates. At this point, as Derby, we put forward our creative solution that would meet their needs and prevent them from turning to a second screen. We launched our interactive banner on the Survivor All-Star program broadcast on TV8, which received the highest rating during the match. We informed users that they can pin the Live Commentary Banner to their screens thanks to our integration with Maçkolik. By pressing the green button, viewers pinned our Live Commentary Banner on their screens and followed both the score and all the match details while watching Survivor All-Star on a single screen. Our banner for the Galatasaray vs. Sivasspor and Konyaspor vs. Fenerbahçe matches, crucial fixtures in the Turkish Super League, received 906,000 impressions and 10,002 viewers pinned our banner and followed the live commentary of the game simultaneously with the Survivor All-Star program. The average duration of our Live Commentary Banner pinned on the screen was 17 minutes and 22 seconds. This is the highest average time for a pinned banner in Info Banner campaigns until today.
Impact
Derby’s Live Commentary Banner campaign had a significant impact by creatively addressing the needs of football fans during critical matches in the Turkish Super League, particularly for those who couldn't watch live broadcasts. By integrating real-time match updates into TV8’s Survivor All-Star program via TVekstra, the campaign effectively kept fans engaged without requiring them to switch to a second screen, a common behavior among viewers. Impact Measurement: High Engagement: The campaign generated 906,000 impressions, indicating broad reach among football fans watching the high-rated Survivor program. Viewer Interaction: A total of 10,002 viewers used the interactive banner, pinning it to their screens to follow live commentary alongside the TV show, highlighting a high level of engagement. Extended Interaction Time: The average pinned banner duration was 17 minutes and 22 seconds, a record for Info Banner campaigns, showing that viewers were highly invested in the content and enjoyed the convenience of dual-screen functionality on a single screen. Results: Enhanced Viewing Experience: By offering real-time match updates during a non-sports program, Derby provided an innovative solution that met the needs of football fans who couldn't watch the games live, creating a seamless experience. Record Engagement for Info Banner: The campaign set a new record for average time spent on a pinned banner, showcasing the effectiveness of the interactive format. Brand Recognition: The creative integration of football and entertainment helped Derby reinforce its position as a brand invested in football, effectively reaching fans where they were most engaged. Overall, the campaign successfully combined live sports updates with entertainment programming, driving both engagement and brand visibility.
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