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NBC Sports Network
NBC Sports Network: Barclays Premier League

RAN IN: United States

CLIENT
NBC Sports Group

Mark Lazarus, Chairman
John Douglas Miller, CMO
Bill Bergofin, SVP, Marketing

AGENCY
The Brooklyn Brothers *Lead Agency

Guy Barnett, Founder


Maxus

Karen Kraut, Managing Partner - North America


Ignited

Jessica Chow, Associate Media Director


Civic Entertainment Group

Stuart Ruderfer, CEO


SUMMARY

With no U.S. based home teams, NBCSNs challenge was to bring US viewers to Barclays Premier League soccer (BPL), or football known elsewhere. We incentivized adoption of clubs by encouraging fans to pick a side. We engaged via speak football edu-tainment content. We entertained through a long-form mockumentary comparing BPL to US football, all in all creating a cultural tipping point and over a billion earned impressions. Our British invasion was victorious, minting 19.1 million new viewers, increasing audience reach 2.4x during the 2013-14 BPL Season over prior season on ESPN/ESPN2/Fox Soccer.

CASE STUDY

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CASE VIDEO


Hero Medium: Branded Content

Audience: Men

Objectives: Increase awareness

Type: Business to Consumer

Classification: Local,National

Language: English