E.ON – POWERGAMES
E.ON is one of the world's leading energy utilities. E.ON wants to boost the company’s spirit of innovation – including in the social media. But how do you capture the attention of young people who are even less interested in advertising than in a power supplier? With the first-time combination of new digital power and the classic TV world, as the first social media live show of TV quality. Familiar faces from television and Internet starlets face off against each other. Over the course of three challenges and a finale that takes everything they’ve got. And the Facebook community is there live the whole time. The users support their favorite team on every single challenge with answers via live chat and the reaction buttons.
The teaser campaign already made the community aware of a show that they would not have expected from a power provider. A surprise that turns tens of thousands of users into real fans and brand ambassadors, and gives E.ON a viral multiplication of its reach with over 312,000 overwhelmingly positive interactions. Around 6.8 million viewers watch the E.ON POWERGAMES live on Facebook at home, breaking classic prime-time records for viewing figures on that evening. With over 34 million impressions before, during and after the broadcast, the E.ON POWERGAMES reach more people than Facebook has users in Germany.
With the first-time combination of new digital power and the classic TV world, as the first social media live show of TV quality the E.ON POWERGAMES sets a new benchmark. Reach, and target group interaction with the brand, exceed all expectations.