BT Sport: The biggest ever UK live stream audience
Agency: Maxus Communications
BT Sport needed to increase consideration and purchase of its channels, but faced difficulty from football fans who resented BT for putting UEFA Champions League behind a paywall and weren't engaging with their advertising. A solution was needed to bring in a large volume of viewers to sample their service.
Strategy
In a world of subscriptions and pay-wall content, BT opened up their gates for two of the biggest football events of the year, giving fans a chance to see what they were missing by not having a...