As the UEFA Champions League group stages draw to a close, French Champions PSG engaged fans across social ahead of the crunch game against Liverpool FC with two interactive campaigns. To collect rich social content, PSG published a ‘Claim my Content’ photo contest to its website, as well as an accompanying Social Story giveaway hosted on its Instagram channel.
MARKETING CAMPAIGN OBJECTIVES
- Collect rich social content from fans ahead of the UEFA Champions League
- Drive website traffic using the ‘Claim My Content’ photo contest
- Capture first-party data using interactive Instagram social stories
- Provide a mobile-first experience to boost engagement amongst Instagram followers
CLAIM MY CONTENT SOLUTION
After a successful season so far for the French soccer team, PSG prepared for its biggest game to date by publishing a photo contest to its website. To get involved and for the chance to win one of the daily, sought after Jordan jersey giveaways, fans could use the dedicated campaign hashtag #unispourparis to upload their best photos to Instagram or Twitter (also tagging @psg_inside). PSG could then use the Wayin platform to filter and publish entries to the #unispourparis photo gallery ready for fans to log in to their social channels and claim their content to be entered for the daily prize draw.
SOCIAL STORY SOLUTION
To accompany the photo contest, and to drive Instagram engagement and capture actionable PII data from fans, PSG also used Wayin to develop a simple yet smooth, mobile-first Social Story Giveaway hosted on Instagram. With no waiting for slow content to load, clunky response sites or needless navigation, fans can simply swipe up, and enjoy an instant loading interactive experience that collects declared PII data.
The social story is introduced with engaging soccer video content, where fans can scroll down to learn more about the game. To enter, and for the chance to secure two exclusive tickets to the sold out game against Liverpool FC club, participants could simply submit their email address in the form provided, and could opt-in if they wished to receive the latest news and offers from Paris Saint-Germain.
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