Entrant Company: beIN SPORTS USA, VMLY&R Miami
Integrating design with purpose, we achieved a click-through rate (CTR) that was 350% higher than our benchmark of .04%. With engaging and relatable content, our Video Completion Rate (VCR) benchmark was surpassed by 100%, while social engagement rates in both English and Spanish beat benchmarks by 20 points.
With real-time reminders for tune-in and creating a place for fans to come together and watch the matches as a community, we brought what would typically be seen as online engagement, out into the real world. This heightens the benchmark for engagement to not only be entertaining, but utilitarian. Moving forward, brands should not see engagement in terms of how it benefits them with tactics of collecting data or increasing social media activity, but rather how they can add value/benefit to their fans' lives. Engaging with them in meaningful ways will result in long-term positive results for the brand and industry.