European Broadcasting Union

Challenge

In March 2016, the BMW IBU World Championships were streamed live on Eurovision Sports Live. Our challenge was to ensure biathlon fans located in dark TV markets tuned in to watch the live stream of Biathlon’s BMW-sponsored flagship event.

Solution

We began by leveraging the penultimate races of the 2015/16 IBU World Cup to grow and prime audiences for the BMW IBU World Championships.

We ran multiple data-driven campaigns to provide platform-specific content focused on raising awareness and interest in the World Championships. Through producing multi-lingual content promoted by highly targeted media buying, we successfully reached and converted thousands of people in dark markets who were interested in biathlon.

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