Beating the odds to deliver a digital-first Winter Olympics

MullenLowe MediaHub

 

Paying 1.4Bn for the rights to the Olympics for the next 4 games, we transformed Eurosport from a sports channel to a direct to consumer paid-subscription streaming service. The Winter Olympics was the right occasion to reach fans about Eurosport Player. Positioning Eurosport Player as the ‘Netflix of sport’ was the challenge. Depth and breadth of content are Eurosport’s biggest advantages. Giving the audience personalised, near-live content through targeted advertising to create a sense of urgency. The aim was to deliver a truly digital-first Olympics, immersing fans in the event, on their own terms. We identified 10,000 dynamic audience segments across Europe and created clips for each one. Insights from likes and comments transformed into creative executions, produced to run in-tune with the unpredictability of the games. Facebook and Snapchat deals meant we could retarget fans who watched content with a completely integrated experience. We drove 500,000 new subscribers over the 18 day Winter Olympic campaign and delivered Eurosport its best month ever in February’18. Our digital strategy pushed reach on both Eurosport and Discovery’s online and social platforms with twice the number of viewers typically seen during previous Olympics.

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