How do you boost social follows and interactions for a major awards ceremony by 1,850% on a limited timeline and with no paid media budget?
Fast Web Media was tasked with elevating exposure of the first Esports Industry Awards via social media, as well as improving and expanding the existing communications strategy from a consultancy perspective. Brought on with just two weeks to go until the event took place, and with no paid media budget, speed was of the essence.
One of Twitter’s strengths is its reactivity, and for that reason, the platform was chosen as the core channel for the awards. It also meant that there was a secondary option for those unable to tune into the live stream on Twitch.
To gain exposure and help quickly raise organic growth and interaction, we leveraged some of the Awards’ connections, including stars such as Ali A, KSI, David Haye and James Buckley. By piggybacking off these big names, we could quickly gain attention, followers and interactions.
To keep the conversation going during the event itself, live screens were erected at the venue to display a collage of tweets that used the hashtag #EsportsIA. All displayed messages had to be appropriate (e.g. free from profanity), so we has a dedicated member of staff who was focused solely on moderating incoming messages.
To ensure coverage continued after the event, we offered outreach to a number of media outlets in order to increase overall reach. Additionally, we created a bespoke digital video brochure and report pack to document the event’s success for sponsors, and maintained organic social posts with content that drove audiences to Twitch and YouTube.
During the time Fast Web Media solely managed the accounts:
- @EsportsIA was 192.3% more active
- Visits to @EsportsIA increased by 3,071.1%
- Content was viewed on average 164.3% more
- Mentions of @EsportsIA increased by 1,850.5%
- 6,000 viewers concurrently watched the awards on Twitch
Fast Web Media boast an amazing, diligent social team and would come highly recommended. Roll on the 2017 awards, where our partnership will be bigger and better than ever…
Tom Mercey, Managing Director at Esports Industry Awards