Channel 4 and Mediasyndicator emulate Paralympic offline success with ‘Superhuman’ online ad campaign
The Games have ended, but the euphoria celebrating Britain’s summer of sport continues. Not only have the Paralympics been heralded a success offline, but in the online world too. As part of Channel 4’s ‘Meet the Superhumans’ online Paralympics advertising campaign, deployed in partnership with digital advertising specialists, Mediasyndicator, also captured the attention of online audiences – with results revealing the campaign achieved over 150,000 interactions.
Designed to ramp up excitement and promote its role as official broadcaster of the London 2012 Paralympic Games, the rich media creative campaign – designed and developed by Mediasyndicator and planned and bought by OMD UK – celebrated the athletes that made Britain’s Paralympic team. Mediasydicator’s interactive ‘SharePod’TM ad format, which was developed especially for the campaign, allowed users to learn more about their favourite athletes and effectively ‘Meet the Superhumans’. In their eagerness to find out more, on the opening day of the Games, viewer click through rates reached 0.33 per cent.
The execution gave users access to athletes’ biographies, in addition to powerful video content with the option to share across multiple social media platforms. Come the end of the Games, over 278 hours have been spent engaging with the content with over a third of all the 2 minute video clips (35 per cent) being watched in full.
Targeting sports enthusiasts across the largest digital sports buying point in the UK, Mediasyndicator offered Channel 4 the opportunity to effectively target Olympic enthusiasts across its portfolio of market-leading publishers.
Spyro Korsanos, CEO, Mediasyndicator stated: “Rich media ads create more impact and engagement with people, so we created something that was not only strong visually, but which also includes interactive elements to engage online viewers. Results from the campaign have been really positive, giving thousands of hours of Channel 4 Paralympics coverage to a dedicated UK sports audience online. Participant sports environments have shown to be the most responsive (over 3 per cent interaction rates), demonstrating a real affinity and appreciation of the Superhumans by those who dedicate their time in pursuit of sporting success.”
Dave Hompe, Managing Partner, Digital at OMD added: “We’re always seeking new high-impact formats for our clients and the creativity applied in the online advertising element of this campaign is synonymous with efforts across the broadcaster’s entire marketing strategy around the Paralympic Games.”