Enriching Fan Experiences for the Tour De France & SBS
Challenge
With the 107th Tour de France facing COVID-19 limitations and a reduced number of in-person spectators, Australian broadcaster SBS needed a way to engage its huge community of avid cycling fans. The challenge was to deliver captivating live content featuring fan engagement and audience participation to reward viewers who stayed up each night to watch the four-hour broadcast, while also integrating with sponsor ad campaigns and brand activations.
Solution
Alongside Vizrt, our combined efforts to provide a comprehensive interactive media solution for the live event…
Using social media integration, our content moderation engine managed live social comments, images, and reactions.
SBS’ Producers were able to source, moderate, and redisplay this user generated content (UGC) in real-time, integrating seamlessly with Vizrt’s production tools for spectacular broadcast graphics. The solution was swiftly implemented, while we provided support and training to ensure a smooth client onboarding process.
Results
The interactive campaign successfully transformed the broadcast into a community-driven experience, connecting a global audience and rewarding dedicated fans:
- SBS created a highly interactive community of cycling fans, featuring content and campaigns throughout the year.
- The show’s interactivity ensured SBS’ community of over 500,000 could connect with one another throughout the Tour De France.
- The campaign’s engaging mini-campaigns, like #CouchPeleton and #TourSnacks, successfully drove fan engagement and UGC.
- Tags: Broadcasters, Sports
