With the Paralympic Games underway in Rio, UK National Lottery operator Camelot has release a video showing documenting the experiences of 15 ParalympicsGB athletes, across a number of sports from rowing to cycling, kin the run up to the Games.
The footage was shot by the Paralympians using Seenit, an invite-only video collabopration app and online platform. In the weeks leading up to the start of the Games, the clips were submitted by the chosen Paralympians and are then edited together collaboratively to create short pieces of personal and authentic content that will sit on National Lottery, ParalympicsGB and UK Sport social media feeds and websites.
The initiative forms part of the National Lottery’s I Am ParalympicsGB campaign and comes hot-on-the-heels of its successful digital campaign for the 2016 Olympic Games. The integrated I Am Team GB campaign mixed traditional mass-market media and a large TV and OOH campaign, with more targeted streams, including the use of Seenit videos from Team GB stars, plus bespoke ‘Thank you’ videos for players. The National Lottery’s video content alone gained a total of 18m views across the entire campaign.
The I Am ParalympicsGB TV creative uses the same animated creative vehicle as I Am Team GB, and similarly celebrates the affinity between the National Lottery-playing public and the ParalympicsGB athletes they are supporting on the Road to Rio. The campaign kicked off with a Thunderclap, with athletes, sports governing bodies, UK Sport and the British Paralympic Association launching the ad at exactly the same time through their social channels, as well as the ad featuring on TV last Thursday, 1 September. I Am ParalympicsGB will run for a month.
“The partnership between The National Lottery and Seenit has empowered Team GB and ParalympicsGB athletes to come together and become the journalists on the ground telling their own stories,” said Seenit founder, Emily Forbes. “Through the app, which has a pre-loaded video guide, the athletes are able to quickly and easily record video – so as not take too much time out of their gruelling training schedules. We’re now able to produce content in a very reactive and relevant way, showcasing a completely unique, access-all-areas perspective in the build-up to the Games.”
There are currently two videos in the series with more to be added. You can see the first here and the second here.