Case Study: TVJ Champs Report

Television Jamaica’s Social Media Coverage of ISSA/Grace Kennedy Boys and Girls Championship 2014

  • Quick Summary

 

TVJ wanted to dominate the media coverage of the highly anticipated annual Boys and Girls Champs. Live television broadcast with their on site reporters, in house analysts and radio reporters meant that social media was the only missing link. TVJ realised that they are highly engaged by their followers on their Facebook and Twitter social media platforms and wanted to maximise this presence through live coverage. This case study represents the IPP execution of a live social media campaign in the area of sports. This type of coverage was the first for the IPP team.

 

  • Goal/Problem

 

To assess if maximum social media coverage was achieved by It’s Pixel Perfect for the project ISSA/Grace Kennedy Boys and Girls Championships from March 25-29, 2014 across three social media platforms for Television Jamaica.

  1. Increase TVJ’s followers on Facebook by 2000 persons.
  2. Provide timely and consistent updates across the three social media platforms.
  3. Post live pictures and videos everyday of the event.
  • Context

 

This was a seven-days campaign. The first two days were used for lead up promotion and the remaining five days for live social media blogging executed on site at the National Stadium in Kingston. Each days coverage varied with a minimum coverage of 10 hours and a maximum of 13 hours. Coverage each day included the use of two live bloggers and one photographer.

 

  • Solution

 

Overall Assumption:

This campaign will increase Television Jamaica’s followers on social media and also establish it as a reliable source for real-time track and field event information and other events sponsored by the group. This noted reliability would result in current followers spreading the brand’s praises to others and making a commitment to get results/updates from only TVJ moving forward.

Though IPP was only given a specific target for Facebook, the company thought it necessary to include TVJ’s twitter account and create an Instagram account to have maximum social media coverage.

  • Strategy/Tactics

  1. Start the promotion two days before the actual event on Facebook
  2. Paid advertisements on Facebook page
  3. Provide ongoing concise and accurate information/updates for every event on the track and the field via Facebook
  4. Link the Facebook account to twitter
  5. Create an Instagram account
  6. Have a photographer on the track at all times to capture the events up close
  7. Use mobile devices instead of laptops
  8. Post pictures with Facebook posts on the final day of the championships, to give the followers visual content and an eye at the stadium.
  • Return

Facebook

  • Followers/ Likes increased by 2,997.
  • Through the use of paid advertisements, there was a reach of over 40,000 persons each day over the period.

 

Twitter

 

  • Followers increased by 636 followers.

photo (1)

 

Instagram

  • The coverage ended with 121 picture posts and 314 followers.

instagram 1

  • Reviews

tvj twitter 1 tvj twitter 2

instagram

  • Lessons Learned

  1. Large outdoor events for long hours require additional human resource by the IPP team.
  2. The IPP team must be equipped with additional resources
  3. Ensure that the company (person who contracted IPP) delivers on demands necessary to the completion of the assignment (example: accreditation, press passes) so as to limit the need for improvisation.
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2 thoughts on “Case Study: TVJ Champs Report”

  1. Hey there to you all at PixelPerfect. I saw your video but I still don’t understand the nature of your project or company. I am a blogger since 2008 and I have been building sites since 1999. I do it for fun. But I am currently seeking a job at a reputable company ass a full time blogger and web content administrator. I am working by the way at a media company and I have personal and professional experience blogging, managing Facebook pages and more as well as other duties. But I want to blog full time for a living. Is there any place for me in your organization or do you know any good company willing to hire me? I love your blog by the way. It’s using my all time favourite theme, Twenty Fourteen.

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