Eurosport Tops One Million Participations With Its "My Roster Of 23" Campaign.

Objective

Eurosport sought to engage football fans across multiple European markets (France, Germany, UK, Spain, Italy) during the UEFA Euro 2016 tournament. The campaign aimed to leverage the cultural momentum of the championship by letting viewers actively participate in team selection, positioning Eurosport as an interactive entertainment destination during the tournament.

Solution

The "My Roster of 23" campaign allowed participants to step into the role of national team coach and create their own squad selection for their country's Euro 2016 campaign, selecting from available players. Participants could share their rosters on social networks, encouraging viral spread and social engagement. The campaign ran simultaneously across five European markets with localized participation for each country's team.

Results

The campaign exceeded one million participations, making it one of the most successful interactive fan engagement initiatives during Euro 2016 (which saw over 250 campaigns created for the championship).