Is binge watching the future of sports broadcasting?

F1-drive-to-survive: Is binge watching the future of sports broadcasting

I grew up in a European household with 3 brothers into motor sports. Needless to say that on Sundays, when the TV was on, Formula 1 was on.
However, I don’t remember ever watching a full grand prix, let alone following a season or cheering for drivers, even though the most epic rivalries of the time between Alain Prost, Ayrton Senna and Michael Schumacher were in full swing.

Yet, last week, something unbelievable happened to me : I BINGE WATCHED F1!

The F1 drive to Survive ten-part documentary series premiered on March 8 2019 a few weeks short of the 2019 season kick off.
The brilliant executive producers James Gay-Rees, Paul Martin and Sophie Todd give the audience an all access look at the 2018 Formula 1 World Championship. Its unparalleled footage to the world’s fastest drivers, team principals and owners, as well as Formula 1’s own management team immerse viewers inside the cockpits, the paddock and the lives of the key players in Formula 1.

This show packs everything an avid fan would want in a season of their favorite sport: the action and the thrill, the victories and defeats, the clashes and crashes, duels, gossip, behind the scenes, etc… the difference with a regular season coverage is that it is all available to you on demand and you can (attempt to) fully control your viewing experience.

So, this anecdotal experience made me wonder: Is binge watching catching up with live sports?

Marie Sornin

 

 

 

Shouldn’t we say “brand experience” rather than native advertising?

I participated in the IAB seminar about native advertising alongside other industry experts: @HelgeFelixK from Fairfax, @benhamin from The Monkeys and @acwiedlin from Buzz Feed

Some awesome case studies were shared.

I presented the Jello pudding face meter:

Ben presented Oak reverse robbery:

What do these 2 campaigns have in common?

They create an experience based on emotional insights: might it be disappointment when once can not find their favorite flavored milk in the fridge, or one can’t help but smile when remembering the sweet taste of pudding.

I referred to this quote from David Ogilvy:
The Brand is not just a what you say it is, it’s the totality of what the consumer experiences”

Which I think these 2 examples illustrate very well.

But the best example to date for me is still the Redbull Stratos jump which demonstrates the power of what brands can create when thinking brand experience.

No more paid- owned- earned but a cross media phenomenon that makes everyone’s heart pound…

I also shared my personal experience with GoPro, and how I went from watching this…

… to creating this:

So, when discussing native advertising spend less energy worrying about the format, the distribution channels or cost of production… and concentrate your efforts in thinking how you can transform your message into an experience that your audience is wanting to participate in…

Marie Sornin