The Co-operative Bank activated its sponsorship rights at the Great CityGames with a livestream to offer viewers a unique and innovative viewing experience.
The banking outfit worked with social media agency myclever to second screen Manchester’s Great CityGames
The project streamed broadcast-quality content of the event to the bank’s Facebook page – coordinating simultaneous live video footage from the two main games locations across Manchester city centre.
In addition to real-time streaming of the event action, the project also featured interviews with Olympic long jump gold medallist Greg Rutherford and Rio 2016 Olympics hopeful 100m runner Trayvon Bromell.
As Abi Atkinson, senior video producer at myclever explains, the agency created a broadcast-quality streaming experience so Facebook fans of The Co-operative Bank could get an alternative view of the games.
By co-ordinating simultaneous streams via Wirecast, the team created a fun, dynamic way of interacting with a live environment, which hasn’t really been done before.”
myclever captured events on Deansgate and Albert Square throughout the evening, including men and women’s pole vault, long jump and sprinting events. The second screen experience also included live interviews with athletes and members of the public that flocked to the city centre to see the games in action.
As well as the live coverage, myclever created a 360 degree video from the day for post-event exposure, drawing attention to the games’ highlights and spreading its atmosphere.
The stream was also amplified across the bank’s social channels – including YouTube.
‘We have achieved something truly unique with myclever Agency,’ comments Co-Op Bank marketing boss Alaistair Pegg.
‘By broadcasting our sponsorship of the games in such an innovative way, we’ve connected people with the event in ways they might never have considered, and shown how The Co-operative Bank really does do things differently.’
Comment
This was very much a brand exposure exercise for The Co-operative Bank – which wanted its presence to be felt in ‘an unexpected environment’ and to be seen doing something different that other banks aren’t.
Thus it was keen to use cutting edge, exciting technology to broaden their audience profile on social.
In terms of results, the project was watched by over 20,000 people and the games themselves reached more than 120,000 people.
The Manchester based Co-op Bank is the headline, title sponsor of the Great CityGames – which took place in Manchester city centre on 20 May.
We're proud to announce that we'll be supporting the Great #CityGames2016 in Manchester. https://t.co/ag6PmrjV0R pic.twitter.com/wxPvZbJKAd
— Co-operative Bank (@CoopBankUK) 9 May 2016
The free-to-see event, now in its eighth year, drew thousands of spectators to get a glimpse of athletes headed to Rio this summer compete in an urban environment so, unlike most stadium meets, fans are able to experience the action and athletes up close.
This year’s event features Olympic long jump champion Greg Rutherford (GB), European indoor 60m champion Richard Kilty (GB) and European 100m and 200m champion Dafne Schippers (Netherlands)
Indeed, Co-Op’s partnership saw some of the star athletes make visits to the company’s offices and branches.
Great to have @RKilty1 visit Balloon Street branch today – we wish him luck ahead of Friday's games! #CityGames2016 pic.twitter.com/pVkEmXfIM0
— Co-operative Bank (@CoopBankUK) 19 May 2016
Delighted to have @GregJRutherford visit colleagues in head office today. Good luck on Friday, Greg! #CityGames2016 pic.twitter.com/YRrP3P1rMI
— Co-operative Bank (@CoopBankUK) 18 May 2016
The city centre event takes place on a purpose built street track on Manchester’s Deansgate and at a purpose built arena in Albert Square
‘It’s great to be part of bringing elite athletes to the city in an Olympic year. As a Manchester based business; I hope our customers and employees will be part of the crowds gathering to watch the events and cheering on those taking part,’ adds Co-op Bank marketing director Pegg.
‘I think having an event like this taking place in the heart of the city really brings a buzz to the area and watching elite athletes compete on the doorstep of your workplace, favourite bar or restaurant is certainly a different way to spend a Friday evening.
‘The Co-op Bank is proud to be working with the team delivering the Great CityGames Manchester and all the benefits it will have on other local businesses and the wider community.’
Nicky Homes, Commercial Director of the Great Run Company adds: ‘We’re delighted to have The Co-op Bank on board for this incredible event.
‘The people of Manchester have always embraced the Great CityGames concept so it’s fantastic to be working with a local organisation as we continue to create fun, free and accessible opportunities to cheer on our athletes.’
The Co-op Bank Great CityGames Manchester is brought to you by a partnership between Manchester City Council and The Great Run Company and is sponsored by The Co-op Bank.
Links
Co-Op Bank Facebook:
https://www.facebook.com/thecooperativebank/
Co-op Bank Web:
http://www.co-operativebank.co.uk/
Co-Op YouTube:
https://www.youtube.com/user/TheCooperativeGroup
Great CityGames Web:
Great Run Web:
Myclever Web:
Myclever Twitter:
