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.
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.
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.