这个9月，明思力香港办公室接待了几位好奇心满满的年轻客人——6名来自澳大利亚阳光海岸大学（University of Sunshine Coast）学习社交媒体的同学。为了体验一个真实的商业环境，学校特别为他们安排了一次香港之旅。每位学生需要针对一个真实的商业社交媒体活动，给出自己的分析，完成课业报告。
作为被邀合作机构之一，明思力香港拿出了去年为世界知名游戏开发商EA打造的FIFA Mobile Social Promotion案例，为同学们做了一次趣味横生的分享会。
明思力社交媒体第一课
FIFA Mobile Social Promotion
Background
EA Games – worldwide renowned game developer, introduced the newly launched “FIFA Mobile” into Hong Kong Market aiming at strengthen its market share in mobile game category.
Strategy
To ride on one of the world’s most popular game title “FIFA”, a series of social media activates were planned to promote its new arm “FIFA Mobile” on Social Media
Tactics
- Partnered with FH Production, one of the highest subscribed channels in Hong Kong, to create a lifestyle video to with the plot of couple’s usual to demonstrate “FIFA Mobile” as easy-to-control which is a game for everyone and a call-to-action to join the campaign –FIFA Challenge.
- To further raise the awareness and participation of the FIFA challenge, by leveraging on the lifestyle video, KOLs are invited to further the social amplification using different content angles like gaming, couple relationships etc.
- Besides, localized content is created during the campaign period on our own Facebook like revealing the game control skills, asking your favorite squad, current football news etc. while incorporating call-to-action messages inside to join the challenge
- To drive the app install, Facebook app install ads were placed during the whole campaign period with different sets of creatives and target audience profiles.
Results
- The lifestyle video successfully created buzzes and were well received by the public. Overall engagement and attention on both EA & KOLs channels are encouraging with total post reach over 2.1M and post engagement over 102K.
- For app download ad with specific audience ,we have achieved a 1/3 cost per download from Facebook’s initial estimation.
阳光海岸大学学生及项目带队Karen Sutherland 教授
商业遇见年轻的思想，总是能碰撞出创新的影响力。未来，明思力的办公室大门会为更多有想法有野心的年轻人敞开，聊聊理想，谈谈未来，一起玩转PR！
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