So, Fabio Capello and his well groomed troops may have been off the boil at this summer’s World Cup, BUT C&M AND CONTINENTAL TYRES WEREN’T. Check out our brand awareness Social Media PR case study...

1. Continental Tyres
World Cup Sponsorship Activity: Campaign Report
July 2010

2. Campaign Goals
• To support and - via Social Media and Online PR tactics - enhance the following Conti promotional activities
around the 2010 World Cup:
• World Cup Predictor iPhone App and Related Competitions
• An iPhone app that allowed users to predict results and win prizes - including a holiday to South
Africa
• ‘Britain’s Biggest Fan’ Web Competition
• A web-based competition to find the most dedicated football fan in the UK - prizes included x2
tickets to the World Cup and holidays
• ‘Discover a Diamond’ Twitter and Web Competition
• A promotional campaign to encourage ‘World Cup Widows’ to share their favourite world cup
avoidance activities - prizes included wine, fashion accessories and a grand prize of a one carat
diamond worth £8.5k
• Pre- and post-World Cup Web Surveys
• Twitter polls to support main web surveys, asking a range of topical / engaging questions to
promote the brand and generate campaign content
• Generate coverage for and awareness of these activities on relevant online channels
• Drive interest and traffic to the related microsites and associated Social Media properties, generating positive
comment, coverage, links and engagement around them
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3. Campaign Highlights
• All Social/Online PR campaign metrics were beaten, some by
more than 400%
• Referring traffic as a result of engagement and PR were the
biggest traffic sources for Continental’s Big Game (52%) and
Discover a Diamond (81%), with Social Media sources (i.e.
Facebook) being in the top 3 referring sites for both
• Coverage was gained on a wide variety of sites and blogs, from
national press and tyre and motor industry sites to money saving
forums, competition websites and football blogs, promoting the
Continental brand to a range of different audiences
• Relationships established with key Social Media outlets - bloggers,
forums, web sites etc, which can be built on for future campaigns
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4. The Microsites
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5. Key Properties
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6. Social Media Interactions

7. YouTube Video Views
iPhone App Video Views 1500
1125
Current YouTube 750
combined views (for
World Cup videos): 375
2,032
0
Start 2nd Report: 15/04/10 4th Report: 14/05/10 6th Report: 11/06/10 8th Report: 08/07/10
Did we succeed?
• We aimed for a target of 1,000 views for the iPhone app tutorial video by the end of the
campaign, which was reached by the 21st of June, the second week of the tournament
• Video views started out very strong and grew healthily throughout the duration of the
campaign. They experienced a large spike around the beginning of the World Cup
tournament, and this aided the continued growth in popularity
• The majority of views for the video came from it being embedded as a player in various
websites (including the microsite), with the second highest origin of views coming from
YouTube itself
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8. Facebook Ad
iPhone App Discover A Diamond
3000
2250
1500
750
0
Start 2nd Report: 15/04/10 4th Report: 14/05/10
Facebook Ad Clickthroughs
Britain’s Biggest Fan
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9. Social Media Bulletins
Did we succeed?
• Our target for total views of
Social Media bulletins used to
support this campaign was 500
across all bulletins. The final
total by the end of the campaign
was 1,375
• The most popular bulletins
related to the iPhone app and a
round up of the upcoming
competitions that would be run
during the sponsorship
campaign Total Social Media
Bulletin Views: 1,375
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10. Conclusions
• The tutorial video for the iPhone app on YouTube was a good piece of content
for promoting the app. It was especially good for incentivising coverage of the
app on websites and blogs as it was a substantial piece of content for them to
include. This is demonstrated by the fact that most of the videos views came
from embedded players, rather than the YouTube site itself
• The Twitter profile was an excellent supporting channel in generating interest
around Continental’s World Cup activities, especially the Discover a Diamond
competition
• Links in tweets from the @ContiUK Twitter profile were a very good source of
traffic to the campaign microsites, especially for www.discoveradiamond.co.uk
• The Social Media bulletins created were an effective supporting tool for
promoting the campaign and garnering coverage for various aspects of the
campaign on blogs and websites
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11. Coverage

12. Key Coverage
• The quality of coverage has generally been very good. Competition listings in
particular have been great at driving traffic to the sites, particularly Discover
a Diamond
• A mention on The Guardian’s website was particularly high-profile for
Britain’s Biggest Fan and a video embed and article covering the iPhone app
on AOL’s Autoblog was the highest profile piece of coverage for the app
overall
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13. Content Value
Did we succeed?
• Our supporting content (i.e. video) has
been used within news articles and
blog posts to enhance and add depth
to written content
• Engaging with forums such as Money
Saving Experts and listing the
competitions on sites like Loquax
have produced instrumental pieces of
self-generated coverage, resulting in a
substantially high percentage of the
total amount of traffic driven to the
microsites
• The Britain’s Biggest Fan Competition
was good for generating coverage on
regional and local news sites as they
threw their support behind a local
person entered into the competition
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14. Conclusions
• The amount of coverage generated for the various aspects of Continental’s
sponsorship and involvement in the World Cup was of a high quality, with
nearly every aspect of the campaign covered in one form or another
• Continuous blogger engagement throughout the campaign, using the
Social Media bulletins and YouTube video as content tools provided
good returns of a range of coverage across a variety of sites, from tyre
industry blogs, car industry websites and national news sites
• Having a variety of different competitions and topics to talk about meant a
broad range of audiences could be targeted, ensuring maximum exposure
for the campaign
• There was a high level of engagement experienced during the Discover a
Diamond side competition run on Twitter. This demonstrates that ‘social’
content will propagate naturally if it is interesting and engaging to users -
they will want to share this content willingly with their peers
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15. Coverage
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16. Coverage
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17. Coverage
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18. Coverage
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19. Coverage
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20. Coverage
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21. Coverage
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22. Coverage
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23. Coverage
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24. Campaign Conclusions

25. Conclusions
• Over all, our engagement efforts across all channels, both PR and Social Media, drove by far the
biggest proportion of traffic to all of the Continental World Cup microsites
• The campaign demonstrated a well integrated approach to Social Media, especially Discover a
Diamond, which had a high level of engagement on Twitter. Also our our recommendations for the
Discover a Diamond microsite, such as including a “Tweet This” function were instrumental in
raising awareness of the campaign and overall sponsorship on Social Media channels
• Facebook advertising was an extremely effective way to drive traffic to the campaign microsites,
and all three ads (for Continental’s Big Game, the iPhone App and Discover a Diamond) had very
high response rates, explaining why Facebook is indicated as one of the top five traffic sources for
both microsites
• Using Twitter as a supporting channel showed that there is an audience for Continental on Twitter,
and that it can be a great way to drive traffic back to Continental branded sites. After Continental’s
presence on Twitter became known, other users were able to tag the profile in its tweets relating to
Continental, further raising awareness of the brand. It also meant we were able to engage with
influential Twitter users and get re-tweets, which drove additional traffic to the microsites
• The competition with the highest level of engagement and response - Discover a Diamond - had so
because the entry mechanic was simple, and lent itself to easy sharing on Social Media channels.
Additionally, running a smaller side competition on Twitter, with an even simpler entry mechanic
was vital in driving high levels of traffic to the competition microsite
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