2014 Finalist

24sata grows digital engagement (using UGC, social media and gamification)

24sata d.o.o.

Zagreb, Croatia (Hrvatska)

Category Digital Audience Usage and Engagement

Media associated with this campaign

Overview of this campaign

24sata daily newspaper is present on the Croatian market since March 2005. 9 years later 24sata is the leading Croatian multimedia brand – No.1. Croatian daily newspaper, No.1. Croatian web-site (www.24sata.hr) with a range of special interest sites around it, mobile apps, leading Croatian facebook fan page and owner of first Croatian news television 24sata TV (launched in 2008).

In total 24sata reaches 1,5 million users (33% of Croatian population) every day accross all its platfroms. 24sata follows its goal of producing different, intuitive, modern content and format bringing all the values, experiences and benefits modern readers need using multi-media, multi-channel and multi-platform approach. The reader's engagement is a crucial part of the brand's strategy and has been since the launch.

24sata is the first Croatian media house wich introduced user generated content - getting the readers to send stories, photos nad videos. UGC is still a vital part of every print issue, the readers got their own section on 24sata.hr and are now getting more inovative with sending videos related to developing or new stories. Another way we engage our readers is through social media. 24sata has the biggest Croatian facebook page and is also active on Twitter and Google+ (wich are not very popular in Croatia).

We use our page for driving traffic, but most of all for communicating with the fans, getting their opinion and for UGC. We also have fun with them by producing fun apps, having polls, prize-winning games etc. The third tool for engagement is gamification of our website: our active readers are all a part of Zona24 - a gamified system wich allows them to commment, correct us, build stories with us, take polls, win prizes, get rewarded for their efforts, get exactly the news they want etc. 24sata is following its vision - 24sata enjoyed by everybody, any time, any place. Please find more information in the enclosed presentation.


Results for this campaign

The reader engagement is something 24sata is recognized by, and it is also known as 'the people's newspaper and website'. The digital engagement project has had a huge effect on our results: we have more than doubled the number of our readers in the last 3 years and 85 % of them are loyal and come back daily!

Our facebook page is the biggest commercial Facebook page i Croatia, and we have also launched extra pages for special interest groups like teenagers, moms, pet owners etc. The reader engagement is also a great revenue stream since we do a lot of gamified content wich is very interesting to our sponsors: we regularly organize sponsored contests interesting to readers as well as clients. Zona24 is one part of our website wich is constantly developing and growing and assures us of a bright future ahead. We take pride in the relationship we developed with our community.



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