Keflavik International Airport in Iceland has recently been celebrating the success of its online football competition after it drew to a close last month. The competition was launched in coordination with the FIFA World Cup Football Championships 2010 and involved participants predicting the World Cup playoffs with daily prizes to be won.
Marketing Manager at Keflavik Airport, Arnar Reynisson explained, “This online competition was entirely focused on the Icelandic market so the amount of participants made it a complete success. The number of participants totalled an amazing 5226, which for a country of 300,000, is quite an impressive number. In comparison, if the same competition had been held in the U.S. this figure would of been around 5.2 million.”
The Iceland airport football competition involved participants predicting the outcome for each game with correct results being awarded a pre-set amount of points in relation to the odds. The participant who then achieved the highest number of points won the game. Prizes were awarded to participants and also to fans of Keflavik Airport on Facebook.
Reynisson continued, “Throughout the competition we have used our social media channels, such as Facebook and Twitter and the results we received there have been far better than we could of ever expected. 35,729 invites were sent in direct ad format on Facebook users walls, this would have been 35.7 million if directed at the U.S. market. We now have thousands of fans and friends following us, which allows us to become more one-on-one and personally reach each customer with tailored messages.”