BT Sport: Live Stream of the UEFA Champions League Final

Chris Wood

Campaign details

Brand: BT Sport
Brand owner: BT (British Telecom)
Lead agency 1: Maxus Global
Lead agency 2: AMV BBDO
Country: United Kingdom
Industries: Telephone & internet services,TV channels, services, programmes
Channels used: Content marketing, Newspapers, Online display, Online video, Public relations, Social media, Websites & microsites, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

In an attempt to engage hard-to-reach football audiences who weren't considering BT Sport,

BT stepped away from usual sports broadcasting and pay-TV model 'norms' and delivered a revolutionary digital sampling strategy.