| The Athletic Case Study

@TheAthleticUK engaged with fans
across #EURO2020

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Case Study
The Athletic utilised Blue Robot’s Overlay Experience to engage with their audience & help them show their support for their team.

  • Users were asked to choose which home nation they support from a conversational card on a promoted Tweet, launching the campaign.
  • Once a user made their selection, they received a pre-populated Tweet to share to their timeline, generating Earned Media.
  • Once users shared this Tweet, their profile picture was extracted, moderated & approved. Users were then rewarded with a custom branded overlay.
Key Stats
  • 4,628 Overlay Entries
  • 4,524 Overlays sent
  • 104 Overlays blocked via Moderation (Human & automated)
Example Launch Tweet
Example Overlay Tweet
Example Overlay Tweet