To highlight its 2016 US Open coverage, broadcaster Eurosport launched a utility based marketing campaign aimed at helping European tennis fans overcome the trans-Atlantic time difference via a concierge style wake-up call with a difference.
The service is being promoted across Eurosport’s social and digital channels – such as Twitter.
Eurosport launches unique wake-up call service for the US Open https://t.co/Jg6DNUrXbO pic.twitter.com/dDRIHKUoE3
— Eurosport (@Eurosport) August 29, 2016
European tennis lovers could sign-up for late night/early morning wake-up calls to watch the action with messages from top European players – including Andy Murray, Gabine Muguruza, Angelique Kerber and Simona Halep.
Each fan can select which tennis star they would like to receive their wake-up phone call from.
The US Open, which runs from 29 August to 11 September, is hosted in New York and thus the time difference means many matches will begin late night in Europe.
The campaign call-to-action mechanic encourages fans to visit www.wakeupcall.eurosport.com/en and enter their phone number, choose a player, click ‘validate’ and then wait for a confirmation text and the call itself (which comes five minutes before the start of the stipulated match).
Users can send ‘stop’ message at any time in order to cancel the call.
‘Eurosport’s coverage of the US Open brings all the action and electric atmosphere from the city that never sleeps to European sports fans,’ explains Eurosport Vice President of Marketing and Franchise Management Antonio Ruiz.
‘Many matches are played late into the night in Europe and it’s difficult for tennis fans to keep up-to-date on the order of play. So we thought the best way to ensure tennis lovers don’t miss out, is to receive a five-minute warning call, and who better to make that call than the players themselves.’
The multi-language service is available to fans in France, UK, Germany, Italy, Spain, Poland and Romania.
Parallel work promotes the broadcaster’s tennis coverage itself through banners, buttons, skyscrapers and digital and social assets.
Eurosport launches unique wake-up call service for the US Open https://t.co/Jg6DNUrXbO pic.twitter.com/dDRIHKUoE3
— Eurosport (@Eurosport) August 29, 2016
Welcome back! We're delighted that John McEnroe will be part of the Eurosport team for the #usopen pic.twitter.com/iehl1DyxLm
— Eurosport (@Eurosport) August 30, 2016
Eurosport’s US Open coverage shows every point of the tournament from the first to the last ball live across Eurosport 1, Eurosport 2 and Eurosport Player.
Comment
A handy piece of broadcaster branded utility – timely, simple and customisable.
What’s not to like?
We’ve seen this utility tactic used in sports sponsorship a few times before – particulary in rugby union.
It reminds us of several 2015 Rugby World Cup campaigns from Australian and New Zealand Rugby partners – such as Samsung’s ‘We Rise Together’ alarm app, Land Rover’s ‘Pyjamas’ and Qantas’ ‘Late Night Guides’ for the ARU, as well as NZRU’s Steinlager’s ‘Steinlatte’ (see case studies).
And even O2’s ‘Get Up For England’ Rugby 2011 UK activation for the New Zealand hosted Rugby World Cup – which came with the added benefit of breakfast delivery (see case study).
Links:
Eurosport Twitter:
Eurosport Web:
