Our Work

The Project 

As you may have noticed, and you probably did due to its intense advertising, the FIFA World Cup 2022 took place in Qatar during December 2022. As the key player of the local sports industry, Cablenet was bound to exploit such a huge football event. And they did! For the first time ever, we organized a Chatbot competition asking users questions related to the World Cup. Users who participated in our competition and guessed all the correct answers, had a chance to win the below prizes:

• Samsung Watch 5 44mm

• Samsung Tab A8 64GB

• iPhone 13 128GB

The campaign was focused on both Instagram and Facebook. Instagram’s main users and audience are young people, while Facebook’s users are older. We wanted to target all age groups and genders, as football is an all-inclusive sport. However, both of Cablenet’s channels (Facebook & Instagram) were only used for awareness purposes, as the actual competition was available only on Messenger, with a bot guiding them through the process. 

The Approach

The first step of our project was to find World Cup-related questions for our competition. We did not want the questions to be too easy, but neither too difficult to answer, as we wanted to give a chance for everyone to win! Then we had to set up the flow of the Chatbot competition, which was an interesting process, as we had to make sure nothing went wrong when a user tried to participate in the competition and make predictions for all possible scenarios. The flow of the competition was the following:

• Users had to confirm their interest to participate in the competition
• Users had to accept the terms and conditions of the competition
• Users had to answer 4 World Cup-related questions
• Users received a thank you note for their participation 
   

In every stage of the competition, users had to select an option from a drop-down list in order to proceed to the next stage. In this way, users did not physically type anything themselves, making the competition process easy, fast and fun!

We were also tasked with creating the social media content and advertising that would promote the competition and have it reach as many users as possible. We went with a more aggressive advertising strategy that encompassed all elements of digital marketing to establish great awareness of the competition and entice our audience to participate. We took advantage of social media advertising on both Facebook and Instagram with intriguing and humorous posts, as well as interactive stories through the Cablenet Sports accounts. Additionally, there was the publication of an informative article on Kerkida, which gathered all the necessary information about the chatbot competition, prizes and participation. Lastly, we had catchy media banners that appeared on the sports website, enticing users to utilize their football knowledge to win incredible prizes, and thus further establishing the promotional awareness, with the goal of also raising the number of participations. 

The Campaign

The campaign was focused on both Instagram and Facebook. Instagram’s main users and audience are young people, while Facebook’s users are older. We wanted to target all age groups and genders, as football is an all-inclusive sport. However, both of Cablenet’s channels (Facebook & Instagram) were only used for awareness purposes, as the actual competition was available only on Messenger, with a bot guiding them through the process. 

Clicks 
265 
Impressions 
1,967,489 
Reach 
1,097,346 
Post Engagement 
18,711

Conclusion

The chatbot competition campaign was a huge success and an excellent proof of how a combination of advertising, static and video content can lead to better results, as it marks an interesting and interactive strategy that is more likely to capture the audience’s attention. Media promotion was also a big component that established the success of the campaign, as it spread the word about the Messenger competition and drove more traffic and participation. By fully exploiting the playful nature of the brand and its high connection to sports, as well as the great incentive of amazing prizes, we were able to combine everything into a very productive and rewarding campaign, for both the users and Cablenet.