Campaign details

Brand: Eurosport Player
Brand owner: Discovery Communications
Lead agency: MullenLowe MediaHub
Contributing agencies: Initiative, IUM, UM, McCann
Country: Europe
Industries: TV channels, services, programmes
Media channels: Content marketing, Events & experiential, Integrated, Online display, Online video, Outdoor, out-of-home, Programmatic display, Search marketing, Social media, Television
Budget: 5 - 10 million

Executive summary

Discovery-owned Eurosport invested $1.4bn in rights to four Olympic events from the Winter Olympics in Pyeongchang '18. An event often available free-to-air across Europe, this presented a huge challenge as Eurosport wanted to use the event as a major acquisition tool for its direct-to-consumer subscription business, Eurosport Player.