Winner of 2012 Singapore Media Award "Best Use of Search".
When the unthinkable happened during the Barclays Premier League to Singaporean fans streaming- causing many fans to miss out of the final minutes of the action packed showdown, chaos ensued. But thanks to quick measures taken by MEC and SingTel, we managed to stop the crisis from escalating. Read on to find out what we did!
SingTel was quick to identify the affected parts of Singapore and the customer service team was tasked to speak with all affected customers to extend apologies and share the compensation package. Despite this, disgruntled soccer fans continued to post content expressing their feelings online.
It was turning out to be Singapore Soccer fans Vs. mioTV.
It was important for SingTel to own and define the conversations. The challenge was to update the non-affected soccer fans, who were actively following the issue and showing solidarity by contributing heavily to the conversations.
We also had to build confidence amongst the potential customers who were researching online about mioTV plans by making them aware of the compensations and next steps taken by mioTV.
How we did this was by quickly buying over Google's top searched buzzwords that led unhappy fans to social media sites and forums. We rolled out an activity that was targeted at football fans and prospective customers. To capture the football fans that are actively looking for the controversy, we bid and secured top positions on search queries around mioTV BPL disruption on google web/news search. To maximize visibility amongst the football fans in Singapore, we also bought into keywords that covered football tournaments, clubs, players, merchandize etc.
Fans were then directed to our website and Facebook page which included the official apology, compensation details and a dynamic section for FAQs. Our web presence allowed us to make a good recovery. Crucially, mioTV have not seen a subscription drop off as a result of this issue, with the new season of the BPL seeing renewed enthusiasm for mioTV’s coverage.
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