When a global pandemic leads to the cancellation of all sport and there is no live action to broadcast, how do you keep Africa’s leading sports broadcaster relevant?
Through a robust and creative content approach that saw the SuperSport channels maintain steady growth and engagement. We embraced and unlocked the power of the archive to bridge the void.
Editorial Excellence
With no live sport to look forward to, the natural solution is to dive into the past to find relevant and interesting content that will help generate general conversation. From reliving great sporting moments to celebrating team records and even delving into individual stats – we kept providing rich and varied content to ensure that fans stayed engaged with SuperSport.
Vote and Debate
With most people forced to be homebound during lockdown, the need for content that garnered direct engagement to fans increased.
Who do you think is better: Messi or Ronaldo? How do Roger Federer, Rafael Nadal and Serena Williams compare in the greatest of all time debate? If you could bring back one past player for your team, who would it be? Which past kit evokes the best memories for you?
We used Twitter polls, bot messaging and other engagement tools to ensure that a fan’s passion for sport stayed ignited on SuperSport’s social platforms even while live action was put on hold.
Quizzes
With know-it-all sports fanatics stuck at home, we proceeded to test whether they did indeed know it all with an array of quizzes with varying difficulty across 12 different sporting codes.
Relive
By linking the digital content to what was being broadcast on linear housed on Catch Up, or what was being written on the website, we ensured that fans were in touch with all the great offerings that were still being provided by SuperSport and aroused their appetite to consume it.
+226M impressions across Facebook & Twitter over a 3-month period
+6M engagements averaging at 67K engagements per day
+52M video views in the height of lockdown – a 5% increase from the preceding period
+300K link clicks
20% increase in positive sentiment against the backdrop of no live sport
