The objective of The beIN BED Campaign was to drive U.S. awareness and viewership of beIN SPORTS’ biggest soccer event of the year, El Clásico (FC Real Madrid versus Barcelona), on December 23rd, 2017 during its early morning broadcast time of 7:00 AM EST / 4:00 AM PST.
The marketing challenge was to find a way to entice viewers across the country to forgo sleeping in on a Saurday morning in order to tune-in to the El Clásico live at its early broadcast hour (7:00 AM EST / 4:00 AM PST). Brand insight gathered from this campaign is that El Clásico is an intricate part of the DNA of beIN SPORTS; beIN SPORTS relies on the match for a yearly increase in viewership. The beIN BED Campaign led us to look into consumer sleeping habits, leading us to discover that people often turn to sleep aid tools, such as videos, to help themselves fall asleep. Taking this behavior into consideration, we developed our first ever sleep-inducing content which reminded and inspired U.S. soccer fans to go to bed early in order to wake up early for the big game.
By honing in on consumer sleeping habits we were able to achieve our goal of encouraging sports fans to wake up early to watch El Clásico. After discovering how many people rely on similar sleep aid content, we chose to custom create content that implemented sleep-inducing videos and sounds to encourage viewers to sleep at an earlier hour, while staying true to our core brand identity. The campaign videos were narrated by beIN SPORTS’ star on-air sports journalists, including world-renowned soccer commentator Ray Hudson, who were able to position the early game as funny and exciting, rather than an inconvenience. To ensure we were reaching our audience with a cohesive messaging strategy, fans were able to view our content from all mediums including social, digital, online video, TV, linear programming and on the beIN SPORTS site through their desktop or mobile phones. We quickly learned that fans were receptive to the invitation of going to bed early and that our content was not only helping fans prepare for the early start, but also building their overall awareness and excitement for the big game.
n order to maximize reach, "beIN BED" content lived across owned, paid and earned channels. The campaign‘s 10 bilingual sleep-inducing videos and 14 bilingual El Clásico-themed bedtime stories featuring beIN SPORTS’ on-air sports journalists, ran on paid outlets across the digital space and on the network both as part of daytime and nighttime commercial inventory, as well as, incoportated into regularly scheduled broadcast programming on both beIN SPORTS and beIN SPORTS en Español. The "sleepy" content was showcased to viewers by beIN SPORTS en Español host, Ana Cobos, alongside a panel of commentators from beIN SPORTS en Español’s talk show "The Locker Room," which was then followed by an on-air stunt in which commentators were caught "falling asleep" in the studio. In addition, beIN SPORTS ensured we were effectively reaching our audience by leveraging the latest ad formats on social, such as Instagram stories. From a display standpoint, beIN SPORTS launched rich-media executions allowing the campaign to span further than standard IAB placements. beIN SPORTS’ editors and social media team also capitalized on the content as they posted the creative organically on all owned and personal channels. beIN BED’s paid efforts focused on reaching both current fans and recruiting new viewers, including initiating an influencer outreach plan that included tweeting the content out to 23 former athletes or sports celebrities and 8 fan groups late at night.
The videos created for the campaign can be seen here: https://share.yr.com/fl/o5PepgEHPz