Best Use of Social Media for Sports← Go back to category
TSN Facebook Check-In Application
Feb. 10, 2012
- Social Media for Sports
Team members: Matt Handy - Engagement Leader, Taylor Chiren - Project Coordinator, Brand Hutchinson - Sr. Engineer, Shawn Redmond - VP of Marketing, Chris Taylor - Marketing Manager, Jamie Saull - Marketing Coordinator, Kieron Mullarkey - Creative Director, Dave Watkins - Sr. Graphic Designer
About this entry
In 2011, TSN helped Canadian’s wave their virtual flag in support of Team Canada’s journey for Gold through the TSN Check-In Facebook App. The Facebook-based application allowed fans to check in to TSN’s World Juniors broadcasts using Facebook Places on their mobile devices and show they are cheering on their country. The app took the in-stadium experience of supporting a team beyond the gates of the arena and extended it globally, allowing the entire world to connect socially.
More than 42,000 fans registered for the app, with 36,750 total check-ins extending beyond national borders, as far as Japan, Qatar, S.Korea, and the UAE—demonstrating the campaign’s ease, scale and overall popularity.
TSN’s promotion of the TSN Check-In app was also integrated within external media assets. 30 and 15-second broadcast spots, running across the TSN and TSN2 networks, encouraged fans to visit TSN’s Facebook Page and ‘Light The Map’ to show their support for Team Canada during the World Juniors.
The case for why this entry should win a Shorty
The 10-day campaign generated impressive results in a short span of time.
More than 42,000 fans registered for the TSN Check-In App, with 36,750 total check-ins and thousands checking in daily from across Canada. The success of the TSN Check-In app went beyond national borders as fans checked in as far away as Japan, New Zealand, Qatar, South Korea, Guatemala, The Republic of Congo and the United Arab Emirates—demonstrating the campaign’s ease, scale and overall popularity.
On the opening day of the World Juniors and Team Canada’s first game, TSN’s Facebook Page gained over 11,000 new fans. Over the course of the tournament (December 26, 2011–January 5, 2012), TSN’s Facebook Page gained over 34,000 new fans (compared to 56,000 new fans over the course of the entire 2011 calendar year) and attracted more than 37.5 million post views.
Further, TSN’s monthly active users peaked with the end of the tournament at 740,724 (or more than double that of TSN’s Facebook Page), and the Daily Active Users peaked at 316,561 during the highly-anticipated January 3 semifinal game featuring rivals Team Canada vs. Team Russia.
The TSN Check-In App has received more than 2 million online ad unit impressions and close to a million favorable media impressions, with mentions on TheStar.com, Forbes.com and in Mediacaster and Broadcaster magazines.
These results are a testament to the promotional power that the TSN Check-In App has harnessed for one of Canada’s biggest sporting events. With World Juniors games regularly attracting close to three million viewers and consistently ranking as the most-watched program of the day on Canadian television in all key demographics, TSN maximized national exposure to push the TSN Check-In App and connect a passionate fan base around the world.