Campaign details
Brand: Eurosport PlayerBrand owner: Discovery CommunicationsLead agency: MullenLowe MediaHubContributing agencies: Initiative, IUM, UM, McCannCountry: EuropeIndustries: TV channels, services, programmesMedia channels: Content marketing, Events & experiential, Integrated, Online display, Online video, Outdoor, out-of-home, Programmatic display, Search marketing, Social media, TelevisionBudget: 5 - 10 million
Executive summary
Discovery-owned Eurosport invested $1.4bn in rights to four Olympic events from the Winter Olympics in Pyeongchang '18. An event often available free-to-air across Europe, this presented a huge challenge as Eurosport wanted to use the event as a major acquisition...