A brand that I’ve been closely following the past few weeks on Facebook is Real Madrid and their campaign to reach 100 million Facebook fans. As it stands right now, Real Madrid can claim to be the first brand to have reached the milestone on the social media platform closely followed by rival FC Barcelona and more recently Coca Cola. But how exactly did they get there? Did the Facebook followers naturally just tick over the number with little attention or effort? Or was this occasion the culmination of a cleverly planned marketing campaign?
Some highlights from Neymar’s performance which created so much buzz!
Traditional rivals FC Barcelona and Real Madrid often find each other lining up against each other on and off the soccer pitch vying for superiority in the ever changing landscape of sport. On this occasion however, social media was the venue of choice for the two giants to lock horns and try to outdo the other. Following a dazzling performance in the Champions League, FC Barcelona’s Neymar was the focus of videos across social media which drew the club into reaching distance of Real Madrid’s total number of Facebook followers. This prompted them to challenge their fans to spread the word and propel the club to be the first to 100 million followers and beat Real Madrid to the title. Madrid seeing this began their own campaign to oppose this push and maintain their lead in the race to 100 million.
Utilisng the star power of Rafael Nadal and David Beckham and their own Facebook pages they created a call to arms of Madrid supporters encouraging them to make history by pushing the club to the milestone. In addition to this banners and regular posts were made across the page encouraging the sharing and spreading of the club on all media platforms. The cherry on top being the chance to win a signed Cristiano Ronaldo jersey in return for just liking the page!
Ultimately these strategies paid off for Madrid as they did indeed beat Barcelona to the title in considerable style. Meanwhile Barcelona were left red faced as it was revealed they had resorted to private messaging fans begging for likes rather desperately in an attempt to keep up with their rivals.
While these last minute actions certainly did gather an additional thousand fans or so, the greatest achievement by Madrid however must certainly be its ability to gather the initial large mass of fans and keep them involved on a Facebook Page whilst continuing to grow. I believe this can be attributed to the pages excellent and timely delivery of relevant content. Anything current in the news about the club is posted and addressed in an official capacity by the administrators. The content creators are aware of milestones for the club, its associates and players and are quick to notify fans of their progress towards them. Recent press conferences are broadcast live or delayed so fans can directly interact with events at the club as they happen. In inevitable quiet periods for the club quizzes, competitions and throwback videos are posted to maintain buzz around the community. There are also an abundance of of links to the official club websites and store no doubt prompting many to take the next step in their fandom and purchase a membership or form of memorabilia. In short their is always something going on and a reason for fans to be talking about their favorite soccer team.
No doubt this will all be seen as a big win in the Madrid camp as it further allows them to solidify their position as the biggest soccer club in the world and a leading international brand. This is a great example of how a brand can harness its social media presence to not only further its reach globally but also get a step up on some of its more powerful rivals domestically. Not to mention the revenue generated by 100 million fans all visiting the Madrid Facebook page!
Have you seen any brand handle social media for such a large group of fans as well as this? If so let me know in the comments and Ill see you around the blog!
Some Interesting Links: