Against a backdrop of steep budget cuts, UK-based pay-TV brand BT Sport was able to create and ride a wave of conversation by writing the script of the 2019/20 football season using AI, growing subscriptions by almost a third.
Why it matters: The channel, a relatively young challenger in the British sport broadcasting game, and its work reflects the value of a conversation-starting creative idea to force-multiply media spend.
- The plan, hatched by agency Wunderman Thompson, was to create a 60-page dossier – a script of the season – compiled in association with data titans like Google Cloud, Opta and Squawka.
- Opta sports data, modelled analysis by Squawka and Google Cloud's platform worked with Wunderman Thompson to write and design the script.
- It was released to pundits, players, influencers, journalists – and the nation – before any paid advertising went out.
- The paid media activation was an Unscripted DOOH campaign, sparking huge conversation up and down the land.
With vast amounts of organic coverage, doubling the paid media budget, and engagement, BT Sport was able to grow its subscriptions 30% year-on-year.
Sourced from WARC