2020 Shortlist

Bleacher Report #1 in Engagement

Entrant Company: Bleacher Report

Winner
  • Best Real-Time Engagement
Bleacher Report Engagement

About this Entry

We give fans access to the players they love and the moments they cherish, because Bleacher Report is made for sports fans by sports fans. We’re different because we understand the culture that surrounds the game and provide multiple touchpoints for fans of every stripe.

How does entry represent "Excellence in Engagement"?

Our performance across platforms and social channels exhibits an industry-leading versatility in approach. There is no one-size-fits-all content strategy that works. What performs on Insta is not the same as Twitter. Having a thoughtful approach and tapping into the intrinsic nature of all platforms while finding that connective tissue to the audience is essential.

Objective: Bleacher Report set out to be the best publisher in sports with one goal in mind: make it as easy as possible to be a sports fan. Our goals to accomplish this were to continue our best-in-class distribution across social, create an industry-leading sports app with social functionality aimed toward building community, develop easier access points to engage football and sports betting audiences, produce meaningful mid-to-long form original sports content that celebrate all aspects of sports and sport culture, and by up-leveling our free-to-the-public premium fan event experiences. In everything we do, we want our audience to find their sports passion easy, innovative and enjoyable.

Strategy & Execution: Bleacher Report created multiple access points for fans to engage with our content with every iteration designed specifically with the platform and distribution mechanism in mind. We harnessed the power of our industry-leading portfolio of social accounts, along with our B/R App, and original programming to entertain and engage.

2019 was a significant year for the B/R App with new social features rolled out allowing communities to DM, post comments, share content, and engage directly with the world’s top athletes in our own AMA’s. Coupled with the fastest alerts in the industry it has become the definitive destination for all things sports.

Bleacher Report also debuted two new brands, B/R Gridiron and B/R Betting. The B/R Gridiron brand gave Bleacher Report’s professional football coverage an authentic, year-round voice quickly becoming the No. 1 digital sports publisher on NFL Sundays earning 198 million total engagements. Similarly, B/R Betting provided a distinct, and entertaining voice in the space. Since launch the account grew to 13.3 million video views per month with a 50 percent increase on Instagram since September of 2019.

Results: Bleacher Report is the No. 1 most engaged sports publisher in the world earning 3.5 billion engagements, reaching more than 200 million Gen Z and Millennial sports fans each month and 11 billion video views. This was accomplished while the B/R App topped 1 billion engagements with users opening the app an average of four times per day - becoming the #1 sports app of the year in terms of engagement and time spent.

These numbers are only possible by helping our audience follow the sports they love and engage with a community of like-minded people who share their passions.

Production

  • Bleacher Report

Credits