Sky Tv Case study Live Stats Lottery by ADK Asatsu-DK Tokyo

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Live Stats Lottery

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Industry TV Channels/Radio Stations and Programmes
Media Case study
Market Japan
Agency ADK Asatsu-DK Tokyo
Released May 2016

Awards

Spikes ASIA 2016
Mobile Technology: Data Insight Bronze Spike

Credits & Description

Client: Sky Perfectv
Product: Football Channel
Entrant: Asatsu-Dk Tokyo, Japan
Idea: Asatsu-Dk Tokyo, Japan
Media: Asatsu-Dk Tokyo, Japan
Pr: Asatsu-Dk Tokyo, Japan
Production: Pyramid Film Quadra Tokyo, Japan
Editor: May 25 2016 12:00am
Creative Director: Yuta Kaneko (ADK Tokyo)
Executive Creative Director: Fumiaki Takeuchi (ADK Tokyo)
Planner / Web Director: Shotaro Nieda (ADK Tokyo)
Art Director / Designer: Yuta Hirane (Pyramid Film Quadra)
Director: Shuhei Murata (Pyramid Film Quadra)
Producer: Saori Noda (Pyramid Film Quadra)
Associate Producer: Takuma Hiraoka (Pyramid Film Quadra)
Production Manager: Misaki Nagatsu (Pyramid Film Quadra)
Production Manager: Kurumi Miyokawa (Pyramid Film Quadra)
Technical Director: Takayoshi Ishii (Agyo)
Programmer: Shigeru Mitsui (Agyo)
Programmer: Shunsuke Ishikawa (Agyo)
Engineer: Yuta Takano (Agyo)
Engineer: Satoshi Umemura (Freelance)
Engineer: Ryoko Yoshikawa (Kyoto Innovation)
Motion Designer / Editor: Atsushi Shimoyama (Freelance)
Music Composer: Yosuke Ikeda (Freelance)
Data Supervisor: Ryutaro Hiyama (Perform Group)
Website URL: http://copa.pfq.jp/award/16072...
Describe the campaign/entry:
SKY PerfecTV launched a next-level data-driven football pool named "LIVE STATS LOTTERY".
The LIVE STATS LOTTERY was held for Copa America 2016. Indexes of 16 evaluation areas were created based on what football fans focus on the most when watching a match. These were linked to the real-time API so that the latest stats appeared on the website, in real time.
Through this digital-crafted platform, people watching football match has come to be able to enjoy and talk football with every football fans more than ever before.
Creative Execution:
First of all, we created original website linked to OPTA's real-time stats API. Data obtained in real time appears on the website. After that, we informed the football media outlets about launching LIVE STATS LOTTERY. So, many football fans could notice it through media articles without using any traditional advertising.
Fans accessed the website before the match began. Based on past data, they bet on all 16 evaluation areas and enter their bets. they naturally shared their prediction on SNS. While enjoying the match on TV, they kept an eye on the latest stats of the players as they were updated in real time. After the match, they compared their results with other users to see who got the most bets correct.
This unprecedented campaign was picked up by various media outlets, creating a buzz. It was also featured in international media. So we could get the good opportunity that the lottery was joined in by Shinji Kagawa, well known as the most popular football player in Japan. After they posted SNS and their owned media about LIVE STATS LOTTERY and their predictions, over 900,000 people engaged in the campaign website.
Many Football fans have customs enjoying focus on each play by players and talk with them. So they can focus is more better to watch on TV than the stadium.
This value is amplified which join for lottery and provide by suitable data, by promoting communication of friends and fans on SNS to each other that are watching together, I thought to be able to drive the number of subscribers to a football channel.