Rights Holders European Broadcasting Union

EBU is the world's foremost association of public service media organisations and operates EUROVISION – the industry's leading producer and distributer of top-quality live sport.

Challenge

In February 2016, the BMW IBU World Championships were live streamed on Eurovision Sports Live. Our challenge:

To ensure as many fans as possible watched Biathlon’s BMW-sponsored flagship event.

Solution

We began by leveraging the penultimate race of the 2015/16 IBU World Cup – to grow and prime audiences in advance of the BMW IBU World Championships.

Using data we had collected, we ran multiple campaigns to provide platform-specific content focused on changing audience attitudes.

Results

  • 46% increase in live-stream viewers
  • 75% increase in organic website traffic
  • 305,000+ fan engagements

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