Betclic, the title sponsor of France’s elite National Basketball League since 2021, activated its rights in-game through an inventive initiative titled ‘Betclic Cam’ which enabled fans to follow a match live from both player and referee perspectives via body-mounted camera livestreams.
Developed in harness with creative agency Marcel (Paris), ‘Betclic Cam’ was a groundbreaking ambient activation which ran during the 11 February live broadcast of the Betclic Elite game between Paris Basketball and Saint-Quentin Basketball. Immersive in-game footage was broadcast live on additional feeds from media partners L’Équipe channel and SKWEEK.
One player and two referees were equipped with mounted cameras, called ‘Betclic Cam’ and wore them throughout the match to provide an insider’s angle on the game from on the court itself.
The campaign was created for Betclic by a team at creative agency Marcel (Paris) and it was produced by Eclosion and the group worked with MINDFLY to develop the mounted ‘Betclic Cam’ and adapt it specifically for basketball players.
Paris Basketball star Bandja Sy and both refs were equipped with the camera – which was mounted in the centre of their chests – which allowed basketball fans watching on their screens at home or in-stadium to follow the match live from the players’ perspective on the court on either the L’Équipe channel and SKWEEK.
The initiative was also subsequently promoted through a digital-first campaign led by a hero video and backed by a PR push.
“The Betclic Cam will make the broadcast of this match even more intense, immersive, and spectacular. This initiative perfectly summarizes our mission at Betclic: to innovate to offer the best possible experience to our players and to make the sports experience even stronger for all fans.”
Betclic CMO Laurent BUREL
“We are delighted with this global initiative from our partner Betclic, which will allow us to experience our sport through a completely unique in-venue and viewing experience. I am particularly pleased because the entire professional basketball ecosystem has mobilized to propose this experiment during an official match: from our clubs to players, coaches, referees, naming partner, and broadcasters.”
National Basketball League General Manager Fabrice JOUHAUD
“Since the beginning of our collaboration with Betclic, we have been striving to bring to life the brand signature we have established: ‘And sport is experienced more intensely.’ At Marcel, each of our creative thoughts is aimed at allowing fans, supporters, and the general public to experience their passion for sports more intensely, in a more entertaining and always more innovative way.”
Marcel Creative Director Jeremie BOTTIAU
“We are thrilled to unveil the world’s first live in-competition demonstration of Mindfly technology, allowing for a first-person view of players and referees. This collaboration with Betclic marks a significant milestone in our development and brings to life our vision of offering everyone the opportunity to experience professional sports up close, allowing fans to fully feel what their favorite athletes experience on the field.”
MindFly CEO Eran TAL
The initiative was created for a marketing team at client Betclic which included Marketing Director Laurent Burel, Head of Marketing Communications Antoine Lillet, Brand Manager Mathias Bellamy, Brand Project Manager Thomas Gracia, Head of Partnership Marketing Damien Fréal and Partnership Marketing Specialist Chloé Girou by a group at agency Marcel which included CEO Pascal Nessim, Co-CEOs and Chief Creative Officers Gaëtan du Peloux and Youri Guerassimov, Managing Directors Benjamin Taïeb and Léoda Esteve, Creative Director Jeremie Bottiau, Copywriters and Art Directors Alexandre Delvert and Cyril Haoual, Strategic Planner Ruben Hassan, Account Director Yani Oukid, Group Manager Quentin Seguret, Project Director Marine Borreil, Project Manager Pauline Lemaitre, Creative Content Producer Flavie Parize, plus Edit and Motion Designers Julien Taillez and Loïck Tranier.
Production was handled by Eclosion with Director Dimitri Szymanski, Producer Quentin Dutto, Executive Producer Clement Gonthier, Production Manager Capucine Baron, DOP Louis Piat, Electrician Supervisor Valentin Deluy, Electrician Solène Pinard, Sound Engineer Tanguy Di Fraja, Editor Marion Presburger and Music Composer Hocine Halliche.
Outcome
The initiative certainly brought to life sponsor Betclic’s promise to ‘innovate in order to offer sports fans the most intense, entertaining, and immersive experiences’.
France’s National Basketball League (LNB) were sufficiently impressed by the initiative to subsequently approve the device’s use during other official matches.
Has this kind of immersive, live, in-game branded feed content ever been seen before during an official, competitive match in any sport in any country?
While T20 has introduced live, on-field player audio enabling commentators to speak with and ask the opinions of nominated fielders at certain points during the game, we’re not sure we’ve ever seen this kind of live branded feed before.
It certainly brings the brand’s mission to life and takes fans into the action during an official, competitive game.
The LNB Pro A, known as the Betclic Élite, is the top-tier men’s pro basketball league in France. The competition has existed since 1921 and since 1987 the Ligue Nationale de Basket has governed the league.