In late February, Concordia University basketball player Danielle Clauson hit a game-winning, buzzer-beating shot against the College of Idaho so amazing that it made ESPN’s Top 10 Plays of the Day. As the video began to go viral on YouTube, Concordia came to Anvil looking for ways to translate the hype into Facebook fans and a greater awareness of Concordia’s athletic teams.
Time is always of the essence when it comes to social media, so Anvil had to work quickly. First, they developed a custom tab for the Concordia Facebook page featuring the buzzer beater and including links to the Concordia site. Next, they launched a Facebook advertising campaign utilizing the (then brand new) Sponsored Stories format. Finally, they created a Featured Video campaign in AdWords for the YouTube video, ensuring that the “official” footage would get wider distribution.
* Concordia’s YouTube video of the shot has accumulated over 200,000 views, earning “Featured Video” status.
* The custom Facebook tab became their page’s most viewed tab and generated 155 new Fans in less than a month.
* The Facebook tab also created noticeable spikes of referral traffic for Concordia’s Bring the Teams Home site for their new athletic complex.