Eurovision 2019 will be the world’s biggest live music event of the year – here’s how to use it in your digital marketing to increase your sales
42 countries competing for the prize. Hundreds of millions of viewers watching around the world. High probability of at least one ironic metal band, several torchsongs and the over-use of dozens of wind machines. It’s Eurovision 2019.
Whatever you think of this festival of kitsch and soft politics, it’s one of the biggest TV events in the world. On May 18th, nearly 200 million TV viewers across the world (yes, even in the US) will be tuning in to watch the final – so what’s the opportunity for the e-commerce marketer to use it to boost sales?
What’s the goal?
First things first, let’s unpack why you’re looking to get involved in this charivari of camp in the first place. There are 3 distinct kinds of opportunity here:
- Finding customers in new markets – since over 42 countries participate in the contest, audiences are drawn from Austria to Australia.
- Mass-market brand awareness – it’s a major event and it gets coverage, even if it’s not to everyone’s taste. You can see this in the kind of brand partner the contest is getting.
- Building a witty brand – if you have a tone-of-voice that fits a wry sense of humour or a target market rich on LGBTQ+ consumers, the brand association with Eurovision could be a great one for you to make.
Goal decided? Douze points for you – you can now direct your resources effectively among the below options.
Also, we’re going to assume you’re not an official sponsor of the event (skip to the end if you are). That’ll preclude you from doing a fair few things, so you’ll need to get a little creative. We’re about to go channel-by-channel to explore your opportunities, so grab your national flag and buckle up…
1. On social media
As one of the biggest events in the TV calendar, it’s unsurprising that Eurovision generates a Twitterstorm to match:
According to Brandwatch, there were 1,353,393 mentions of Eurovision online during the first day of the 2018 competition. And the crying-laughing emoji was the most popular Eurovision-associated emoji.
If the goal you chose above was best aligned with the idea of showing off your brand’s charisma, uniqueness, nerve and talent, then this may well be the low-budget execution of your choice. But here’s what you need to consider:
- Make your commentary worthwhile. If you intend to live-tweet the event, know that everyone else is going to be doing it too. You therefore need to bring something better to the party than a tub of hummus and a few RTs. Be prepared with differentiated angles to stand out in a very, very crowded conversation.
- Be agile with content. Have your designers and content marketers on standby to be able to take advantage of opportunities in real-time – the Oreos Superbowl Blackout tweet is the shining example of what good content made fast can do.
- Listen to the hashtags. Remember that there are going to be multiple hashtags floating around – this year’s official hashtag is #DaretoDream – keep an eye out for the ones that your audience is more likely to be using.
- Pay attention to the pre-Eurovision tours and semi-finals. You’ll see every act and get a steer of who’ll be the highlights on the night so that you can prepare your best one-liners in advance and couple it with some pre-prepared content.
- Work the build-up. You don’t have to live-tweet the actual final in order to jump on the social media bandwagon – while the conversation pre-event might not have the speculative intensity of the Superbowl, there’s still opportunity to run competitions or pre-event predictions tied back to your brand.
2. On the website
Here’s a good one for those of you seeking to use Eurovision as a means to get more international traffic to your e-commerce site.
If you’ve run your campaigns to garner interest from international consumers, your site is going to need to be ready – and fast. Whipping up local versions of your site in time for May probably isn’t an option, so the best way to react to a spike in international interest is by using website personalization.
This gives you the opportunity to not only identify international traffic arriving on your website, but also offer them different messages to encourage them to continue and complete their online journeys.
A good example comes from French beauty brand Lancôme, who wanted to react to an uptick in visits from Chinese consumers. Using our flexible targeting capability, the brand was able to serve an overlay welcoming visitors using a Chinese language browser with a message that would resonate with them:
A simple execution, but effective and extremely quick – exactly the kind of thing you could use if you’re suddenly seeing a spike in visitors from FYR Macedonia. For more on catering to global e-commerce audiences check out our guide, How to win in global e-commerce.
If it’s less about international customers and more about broad-brush awareness, you could create a special Eurovision-themed homepage or highlight products that might appeal to fans.
However, not everyone turning up on your site is going to be interested in the weirder styling of Austrian popstars, so it may be worth thinking about personalizing your site. The easiest way to do this is with a tool that allows you to read the traffic source of your visitor, delivering Eurovision-themed content to visitors from Eurovision-related campaigns.
A number of our clients have used Yieldify to achieve this sort of experience. For example, recipe box company Simply Cook targeted Facebook traffic using our referral source targeting to deliver a message completely in line with that audience’s needs:
3. In your content
The principle is here is pretty similar to the considerations you’d make in your social media – if you’re going to do it, do it well. Content for content’s sake will easily be lost in a wave of other talking points (like this one):
If you’re going for it, here are a few things to keep in mind:
- Go back to your goal. This is where you should start thinking about the specific audience or tone-of-voice you want to strike with your content. This probably isn’t the time for your big international audience unless you’re keen to translate your content into 20+ languages.
- Data stories work well. Got a story about a spike in Estonian food sales ahead of the final? Spin it – you can be certain that few others will.
- Think multimedia. This audience is here for a TV competition – break out of the box of static and move to the interactive. Games and quizzes? Absolutely. Videos? The more glitter, the better. Assets that support some kind of drinking game? Yes please.
4. In PR
This is actually one of the easiest ways to generate quick-and-dirty interest off the back of the event, provided your story is strong enough.
In recent years, we’ve seen British bookmaker Ladbrokes garner plenty of earned media through a simple story that combined Eurovision with that other big Europe story: Brexit.
The survey story asked the public – amongst other things – whether they thought Britain should leave Eurovision altogether. The story picked up coverage across national media, promoting the bookmaker’s Eurovision odds:
If your goal is broad brand visibility, then this could be the strategy for you. Better still, integrate your content and social media activity into your PR strategy for a multi-channel approach that develops in the lead-up to the event.
5. On email
If you’re using a decent ESP or marketing automation tool, you can target email campaigns at customers who have visited your site before and either made a purchase or gotten close to one.
But is this right for a Eurovision strategy? Maybe. Email marketing can boost your Eurovision campaign activity if one of the following applies:
- If you have a promotional offer related to the contest. Target this strategically on email and use the time-limited nature of the offer to generate FOMO in the way you would for any other special promotion.
- If you’re running a competition. Similar principle to running a promo – it’s time-sensitive and can therefore be a good message to push through email.
- If your ESP lets you segment effectively. If you know that Eurovision would go down like a lead balloon with some of your customers, you need to have this in play. If you have key Eurovision content pages, use email to retarget users who have engaged with them.
…and the winner is
You, hopefully (although our money is on The Netherlands for the actual show). Regardless of what budget and channels you have at your disposal to leverage Eurovision, just remember two things:
- What are you trying to achieve with this? If you don’t have a specific goal, you run the risk of not being targeted enough to get cut-through.
- What are you bringing to the table? This is one of the loudest, weirdest TV events in the world and it brings no shortage of content and stories – bring something worth it to the party or risk wasting your time.
Got through all of this and still don’t know what Eurovision is? We’re truly amazed you made it this far. We can’t promise that this will help, but we’ll leave you with this concise musical explanation:
Want even MORE Eurovision content? Take our quiz to find out whether your e-commerce website should be taking home a trophy (or disappearing into obscurity)