To make sure that the target audience could identify with the 28th SEA Games, the Singapore Southeast Asian Games Organising Committee (SINGSOC) wanted to create Social Currency to encourage conversations, build advocacy, and foster affiliation through an integrated digital strategy including an official website.
High profile content
During the Games, the website offered dynamic content with clear navigation to make sure the audience could easily find the desired information, including live score updates, game schedules, news, athletes’ journeys, daily snapshots, and aggregated social media feeds. It also presented more specific, conversion-led calls to action, such as purchasing tickets and merchandise.
While the public could engage and share their SEA Games experience through several social channels, we also created a dedicated space called ‘Social Wall’, sponsored by Samsung, on the website to showcase all the user-generated and SINGSOC-generated bite-size content around #SEAGames2015, curated by over 100 specially trained volunteer producers. Using the hashtag also enabled social listening, as well as ensured user-generated content was discoverable and shareable.