Blanco-Lorenz

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Univision Deportes

World Cup Slates

Last year, Univision began intensive focus group testing for TV Everywhere. We gleaned many important insights about how to improve our product, but most importantly we learned that the Hispanic community trailed the general market in awareness and understanding of the service. Univision, as the market leaders in Hispanic entertainment, realized it would be our responsibility to educate the Latino audience about the benefits of TV Everywhere. The approaching World Cup was immediately identified as the optimal opportunity to not only acquire more TVE users, but to lead with a teaching moment in the marketplace. Rather than institute authentication from the outset and risk scaring away viewers who have never streamed live video or logged in to watch live video, we used the rounds of the tournament to implement a strategy to encourage users to learn about TVE. The first rounds of the tournament enabled us to build an audience at scale and we messaged that large audience with a robust campaign that: first drove awareness, then educated, and finally drove users to sign in to watch the games. Utilizing the timing of the World Cup allowed us to build mass reach, deliver the right message on the right platform and drive users to action. By implementing this strategy on TV, Digital, Customer Service, and Partner Marketing platforms, we maximized results. We demonstrated that content is king in driving usage beating authenticated video view projections by 6%, reaching 4.8 million vs. 4.5 million projected. Key authenticated matches outperformed unauthenticated matches if the match ups were important enough. The decision-making Argentina v. Netherlands match out-performed 33 unauthenticated games with 1.2 million live stream views. We were also able to preempt crisis by making sure the audience heard our warning message about games moving behind the paywall and knew the steps for how to Sign In. The campaign generated nearly 500 million impressions. Additionally, we provided fans with an outlet to ask questions or voice concerns; customer service representatives fielded over 115,000 emails and 6,000 calls/emails. Ultimately, we educated Hispanics on TVE with the educational splash page generating over 5 million page views and 3 million unique visits. The educational page and authentication log in screen were 2 of the top 10 pages in the highly trafficked Univision Deportes app.

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