Supercharging Brand Activations for The Overlap

Challenge

The Overlap, a leading sports content YouTube channel, sought to transform traditional football coverage into a highly engaging, community-driven experience. With a live Premier League match independently commentated on by football legends, Gary Neville, Roy Keane, Jamie Carragher, and Ian Wright. They aimed to create a new benchmark for live sports entertainment. The challenge was to deliver a live watchalong that could enable real-time audience participation, naturally integrate the brand activation, while incorporating live match and league data without distracting from the core commentary.

Solution

Dizplai provided a comprehensive interactive media solution that transformed the live content. Our solution included a custom-designed broadcast graphics package that incorporated live match and league data integration. Fans were given the ability to contribute to the live broadcast through live chat and social media integrations, giving fans the opportunity to directly communicate with their favourite pundits, creating a highly personalised fan experience that brought fans into the heart of the content while extending their engagement.

Furthermore, the integration of brand activations was executed naturally, with data formats that referenced the Sky Bet Super 6 partnership, facilitating product placement in a non-intrusive way while making the brand activation a core element of the livestream. This enabled a seamless live broadcast that empowered the audience to take action through interactive elements like QR codes, while The Overlap collected invaluable first-party data on their audience’s engagement habits.

Results

The watchalong proved to be a remarkable success, demonstrating the growing appetite for fan engagement features within sports content and establishing a new benchmark for the industry, leading to results such as:

• The live broadcast was watched by 700,000 viewers, with a total of over 1.3 million viewers across live and highlights content.
• The campaign successfully integrated commercial partners in a natural, non-intrusive way, showing the viability of raw, authentic content in driving significant digital engagement.
• The show established a new standard for sports content that bridges the gap between traditional broadcasting and digital platforms such as YouTube.