Eurosport Player: Beating the odds to deliver a digital-first Winter Olympics

Sports broadcaster Eurosport used targeted digital and social ads to increase subscribers across Europe during the 2018 Winter Olympics.

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...

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