Building an online sailing community
Delta Lloyd has been sponsoring sailing and water sports in the Netherlands for many years. In 2011 it was high time to address the sailing community online, too. How? With Facebook of course! Together we made the Delta Lloyd Sailing page on Facebook a key meeting place for the online sailing community. This is one sponsor who is truly ready for the Olympic Games…
Offline vs. online
Drawing attention, and offering variety, that’s what this project was about. Being in the places where the sailing community is: online and offline! The campaign team approached sailing enthusiasts ‘in the wild’ to forge some first contacts, for example with a photography promotion being offered at various regattas. The target group was given opportunity to ‘like’ the Delta Lloyd Sailing offline, and later do it again online.
Team pages on Facebook
Most members of the community are involved with a sailing team, as a member or as a fan. Each sailing team can create its own Delta Lloyd team page online. They can keep their sponsors, team members and followers up to date by posting news, messages and information on which competitions they are entering. Facebook Places allows them to check in at the harbors they visit.
Delta Lloyd Sailing page
The main page keeps members informed of sailing news, events and activities. Naturally there are also regular opportunities to win something, like tickets to the HISWA. In the run up to the Olympic Games, Delta Lloyd is following the four sailing teams who are competing for the title. They post videos, pictures and updates of their preparations and can meet with their fans on the Delta Lloyd Sailing page.
Get even closer: deltalloyd.nl/zeilen
The Olympics Games in London, 2012, are the ultimate chance of showing what the core team of DeltaLloyd is really capable of. Even better: the core team has the most chance of winning medals of all the Dutch athletes! To follow the team in their preparations for and results on the Olympics we created a special online platform. Where we had the complete freedom to get up close and personal with the team. You can't get any closer!