BT Sport: Unscripted

BT Sport, a group of pay television sports channels, collaborated with Google Cloud, Opta and Squawka to write the script for the entire 2019/20 season using artificial intelligence.

Campaign details

Brand: BT SportAdvertiser: BT GroupAgency: Wunderman ThompsonCountry: UK

Campaign Overview

Rewriting the sports TV rulebook

The 2019/20 football season was about to begin but BT Sport's marketing budgets had been cut. The goal was to match the previous year's sales with just a fraction of the media spend.

Strategy

In 2012 BT Sport didn't exist. Sky stood alone as the dominant force in UK sports broadcasting. Eight years later, BT Sport holds exclusive rights to the Champions League and the Europa League.

But as new competitors emerge and consumer behaviours change,...

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