GREAT FIVE TOOLS  
                   AND VIRAL MARKETING

SPECIAL PROJECT to support the Haier and KHL seasonal advertising campaign

Haier is an official supplier of 2015-2016 Kontinental 
Hockey League season in the category “Home Appliances”.

 
TACTICS

Another Point marketing specialists put on hockey uniform, sharpened skates and developed the digital strategy of the advertising campaign with the following goals:

  • define Haier among the target audience as a socially-oriented company; 
  • collect an email address database;
  • increase the number of brand ambassadors.


GAME

The image website
became the main
ice rink where
the digital game was played.

Offensive zone: video advertising, targeted advertising, RTB

Defensive zone: text and video on the image site

Goaltender zone: lead generation form on the image site


To implement the campaign we developed the image site 
with contacts collection feature. The site contains a page with a totalizer, articles and video sections.

To keep users on the site and increase interaction time with the brand, 
we used content in the form of informative articles, news and videos.

The first to guess match results 
won a tablet

During four months we raffled off 
17 tablets  
and collected 11,956 requests

Championship supplier’s promotional video

HOCKEY CUSTOMS
There are video series about the most important moment – the moment of going out on the ice.

Video advertising ensured viral success  for the digital match – users commented and и shared the video created by Haier with KHL support.

HOW MANY PUCKS WERE SCORED

RESULTS

3 960 364
users – average monthly reach

11
average frequency 

10%
organic traffic 

87 seconds 
average time spent on the site

up to 25,8%
conversion rate into requests

11 956
total number of leads

Over 20 thematic portals took interest in this activity. They placed the information about it for free.

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