The appointed agency will develop, plan and execute a full social-media strategy, including a social-media campaign and a social-media crisis response plan, to reach out to 11 Southeast Asian countries.
The campaign should generate awareness about the Games among the regional audience as well as cultivate a positive outlook for the brand and the event.
It should also evoke national pride and foster ownership of the games among Singaporeans, while actively monitoring, identifying and addressing the event's social-media issues and sentiments.
The agency needs to build a social-media community of 250,000 people in the region, with a target of the first 100,000 by May this year, or six months from the launch of campaign, or a date agreed by the organising committee. The agency needs to achieve average engagement rate of more than 0.25 per cent, and aggregated response rate of at least 60 per cent.
The appointed agency also must provide on-ground coverage for all its events and activities. The games’ social-media properties include Facebook, Twitter, Instagram, YouTube, Pinterest and a website.
The closing date of the tender is 10 February. The Southeast Asian Games Federation appointed Singapore as the host city for 28th Southeast Asian Games in 2011.