AFC ASIAN CUP 2019
Engaged with more fans than ever before as more than 836.6 million fans interacted through the tournament’s digital platforms, shattering the record set in the 2015 edition in Australia and nearly doubling the 434 million TV viewership for that tournament.
The astonishing impact of the biggest-ever AFC Asian Cup was felt across all social platforms with the AFC Asian Cup Facebook page reaching 169.4 million impressions, a staggering increase by more than fifteen times from the 11 million reach 4 years ago.
Adding to this, fans also made their voices heard on Twitter, which received over 106.5 million impressions compared to three million in the last edition.
The biggest rise, however, was felt on the tournament’s official Instagram account, which garnered an astonishing reach of nearly 132.4 million compared to the 1 million engaged in Australia, as another 52.8 million impressions were garnered on Instagram stories.
From the creative side it was how do we take an sporting event of such magnitude and reach the masses globally and locally being that this time around the event was larger with 8 more teams bringing the total to 24 countries represented .
So gathering our heads together both creative and digital teams discussed how we could reach masses globally and locally. This was easy enough if we were just trying to engage sports fans, but we wanted to go further than this and throw some teasers in there that would appeal to "The Foodie", "The Travel Blogger", "The Music Fan", "The Style Fundie" and not forgetting the "Sports Enthusiast".
This would consist of 9 short teaser animations (4 with imagery / photography and 5 with text only) that were colourful, fun, quirky and engaging which enticed the audience and got them curious as to what their passion had to do with the event. The reason the teasers were kept short was to keep the attention span of the audience for the full length of the teaser as in this day and people don't have time and attention spans are short.
The number of times a nation was represented in the teasers was based on tiering and certain strategic tactics.
And it all came down to these 3 words:
"Bringing Asia Together"
That is what sport does - different cultures, different food, different languages, different music, different styles and different iconic landmarks - but one love sport.
