Programmatic Lunch

Eurosport's fully digital Olympic coverage will use AR, influencers, Snapchat, and more

Tyrone Stewart

Eurosport Pyeongchang 2018 Winter Olympic GamesEurosport has unveiled its plans for the first fully digital Olympic Games for Europe at the 2018 Winter Games in Pyeongchang, South Korea.

The Discovery-owned sports network will deliver live and on-demand coverage of the Games across all screens in 48 European markets – with the interactive Eurosport player being the only place for viewers to watch more than 4,000 hours of coverage, including 900 hours live, from 100 events.

To offer fans the chance to personalise their experience, Eurosport will launch the ‘Make It Yours’ campaign next month. This will enable fans to control their experience by choosing what they watch, when they watch and how they watch events from the Games.

In another first for an Olympic Games, Eurosport will use AR and enhanced data to provide fans with interactive analysis of the action from its new ‘Cube’ studio. One example of the use of the technology will be through Eurosport’s Sport Explainers, which will use AR and data to create films that take a look at the technical aspects of winter sports.

“Our leadership in sports broadcasting, combined with Discovery’s extensive presence and platforms, will bring local fans closer to the events and athletes that they love,” said Peter Hutton, Eurosport CEO. “Our world-first Eurosport Cube studio is a perfect example of this, using augmented reality and enhanced data to offer fans more informative analysis of the action.  This will bring to life expert analysis in an interactive and immersive virtual world which has never been seen before at an Olympic Games.”

Other short-form content that Eurosport will bring to the table includes ‘My Olympic Confession’, which features self-narrated stories from Olympic legends; and ‘Ones to Watch’, which looks at the stars that could take the Games by storm.

In order to connect with the younger generations, Eurosport and Discovery also recently agreed a partnership with Snapchat. Through the link-up, Snapchat users will be provided with user-generated and behind-the-scenes content from Pyeongchang during the Games. Furthermore, Eurosport will have a dedicated mobile digital studio at the Games which will work with digital influencers across Europe to co-create content for social media.

“PyeongChang 2018 marks the first Olympic Games of our ground-breaking long-term partnership with the International Olympic Committee,” said Jean-Briac Perrette, president and CEO at Discovery Networks International. “We want to redefine the Olympic Games experience for the viewer with immersive storytelling, unrivalled expert talent and an all-screen strategy reaching new and younger audiences. We know that viewers want more: more access to their local heroes, more expertise and more ways to watch the Olympic Games, and this is exactly what we are bringing to fans across Europe.”

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