Turning Interaction into Data for Super League Triathlon

Challenge

Super League Triathlon came to Dizplai with the goal of creating a more direct connection with its global fanbase through the content created surrounding their live events. SuperTri wanted to use its live broadcasts as a tool for fan engagement, giving commentators a new story to tell while opening a new avenue to collect first-party data from their most engaged fans.

Solution

In response to their request, Dizplai delivered an interactive media campaign called “Podium Pr3dictions”. By scanning an on-screen QR code, viewers were taken to a web app on the SuperTri website where they could predict the top three finishers in each of the men’s and women’s races.

To submit their predictions, users were required to provide their email addresses and age, allowing Super League Triathlon to gather invaluable first-party data to retarget fans with future live event promotions and marketing efforts. The fan predictions were then accumulated and shown in real time using Dizplai’s dynamic HTML-based interactive graphics, powered by our data integration and content moderation platform.

Results

The campaign successfully transformed the broadcast into a two-way conversation, deepening the league’s relationship with its fans, resulting in:

• Fans from around the world took part in the Podium Pr3dictions campaign, with the web app being used across 4 Championship Series races in London, Toulouse, Malibu and Neom.
• The campaign proved to be a highly effective method for collecting first-party data, with a high percentage of users giving permission to be added to SLT’s email marketing list.
• The changing audience opinion became a natural part of the storytelling for commentators, enhancing the live coverage