Grabyo partner Race of Champions (ROC) joined forces with power sport company Polaris to deliver an innovative real-time branded advertising campaign across Facebook.
Live from Marlin Park in Florida, ROC is an annual event that brings together the finest drivers in world motor sport, from all motor sport disciplines, and sets them free to battle, head-to-head, on the same track in the same car – a true test of driving ability.
As a Grabyo partner, ROC was able to produce and publish clips from the two-day event – featuring global stars such as Sebastian Vettel, Scott Speed and Jenson Button – to their social accounts in real-time. Using Grabyo, ROC efficiently integrated with Facebook Branded Content to create a real-time advertising campaign for sponsor Polaris and its Slingshot product.
The near-live video content featured the Polaris Slingshot brand prominently across Facebook, creating a ‘handshake tag’ on featured videos promoting the brand, alongside a Slingshot graphic appearing periodically during the videos. ROC was also able to add pre and post rolls to video to create awareness of the 2017 event.
This ROC campaign with partner Polaris was the first time social video had been used as part of the sponsorship mix. The real-time branded video content is social proof of the opportunity available for rightsholders to capitalize on the current migration of eyeballs from linear broadcast TV to social media, while demonstrating how sponsors and brands are beginning to value advertising inventory across digital and social properties.
Despite the event being broadcast live on 13 channels across the world, ROC was able to generate incremental audience and fan engagement, as well as a new revenue stream by publishing video content to social media. Social video provides rights holders with a platform to create content that takes audiences beyond the traditional linear TV experience. ROC was able to capture and share the moment Jenson Button took the entire ‘World Team’ for a victory lap around Marlin Park, with his fellow racers sat atop his ROC rally
ROC Miami – Parade lapHow cool was that? The stars wasted no time getting the #ROCMiami Afterparty started.
Posted by Race Of Champions on Sunday, 22 January 2017
This type of sponsored content relies on a rights holder's ability to maximize its social video inventory, publish clips and add sponsor attribution and graphics with speed and efficiency in real-time. It's the on-demand and viral nature of this video which presents the biggest opportunities for brands and advertisers – and where Grabyo provides value for many partners. The highest levels of engagement around sports events on social platforms are seen when the event is live on TV – so speed matters when sharing sponsored clips to these platforms.
The main event was won by Indianapolis 500 champion Juan Pablo Montoya, but Formula 1 driver Sebastian Vettel came away with the plaudits, single-handedly taking home the Nations Cup for Germany after teammate Pascal Wehrlein was forced to retire from the event due to a scary looking crash with Felipe Massa.
Pascal Wehrlein crash at #ROCMiamiPascal Wehrlein and his passenger walked away from a big crash at #ROCMiami.
Posted by Race Of Champions on Saturday, 21 January 2017
With more rights holders looking to increase the value of current distribution deals through social video, this example from ROC illustrates the potential for rights holders and sponsors to collaborate in real time and create unique advertising experiences. The Grabyo platform underpins this partnership, providing the speed and reliability of publishing that enables the world's leading rights holders and broadcasters to create, distribute and monetize content in real-time.