2015 Winners & Shortlists

Results and Effectiveness

1) Allo beIN’s TV ratings jumped by over 100% month-to-month pushing beIN SPORTS to promote the show from HD3 to HD1 (prime time) 2) We received over 55,000 user-generated multimedia submissions from 50,000 viewers. This averaged 725 submissions per show, much higher than our set KPI of 50-100 3) We increased the number of beIN SPORTS’ Instagram followers by 152%, from 21,100 to 32,191 post-tournament All this was achieved without paid media support

Creative Execution

We wanted to put the fans in the driving seat by building the show around their content. We asked viewers to submit their commentary as well as their images/videos as they celebrated goals, predicted results, shared opinions and offered answers to our burning questions. Instagram and Twitter served as the main channels for collecting reams of user generated content. A custom-built social TV platform helped us curate volumes of incoming content and publish the most entertaining vignettes live on air. This brought our audience into the frame, making them part of the regional World Cup story. As viewers’ interest and participation in the show exploded we ran a competition that picked the top 10 fan videos and got audiences to vote for the ultimate football commentator among them. The winner received a surprise trip to Brazil.

Insights, Strategy and the Idea

ALLO beIN was a new TV program on beIN SPORTS that followed a traditional magazine show format. No digital advertising efforts had been made to promote it and thus the show was relatively unknown among the target audience – regional sports fans. beIN SPORTS wanted to use ALLO beIN to get closer to audiences as part of their 2014 FIFA World Cup coverage. The hype around the World Cup started well before the first kick-off, and we tapped into the online conversations building up to the big event. By analyzing these exchanges and picking up on trends, our social media analytics team was able to identify relevant themes, topics and discussions that interested football fans. The insights then inspired TV producers to adapt the ALLO beIN show’s format to engage viewers by including them in their TV broadcast as well as social media platforms.