To support the ongoing sponsorship of eir’s All Ireland Football Championship, this summer Vizeum & Independent News and Media teamed up to deliver a series video’s centered on analysis, insight and predictions throughout the championship. The videos purpose was to support the eir GAA website hub which gave fans the opportunity to support their favorite players, predict the weekend’s results and demonstrate their GAA trivia knowledge via a range of games, all with the aim of winning weekly prizes, and ultimately a trip to the final.
eir’s GAA ambassadors some of which were already INM columnists, were used in pairs to conduct unique in-depth analysis of the previous weekend’s matches, look ahead to predictions for the next round of matches, suggest which players to watch out for, and then finally to test their own GAA knowledge. This was all shot at GAA HQ in Croke Park on Monday mornings, and then made available just a few hours later that day.
INM provided the ideal partner as a serious in-depth voice on all things GAA, so we tapped into their audience’s passion, knowledge and scale. The videos were disseminated via in-article video, their own article page on the site, Independent social channels and all eir social channels. This platform provided a consistent quality output for GAA fans to absorb and share, it also enabled us to have a bit of fun when the ambassadors lost at the quiz as demonstrated by Thomas O Se having to pose in a Cork kit, the subsequent post was liked nearly one thousand times!
The results were impressive with nearly 2 million video starts and click through rates that far exceeded the norm, indicating that quality content delivered in an engaging manner really does help to cut through what is a cluttered sports sponsorship market, and position the Eir brand in such a positive manner.