Mediapro delivers vertical alt-cast for Concacaf Champions Cup Draw using Grabyo
For the 2024 Concacaf Champions Cup draw, Mediapro North America, a leader in audiovisual, content production and distribution services, was tasked with creating an alternate live broadcast in vertical format for Concacaf’s TikTok and YouTube channels.
How do you create a simultaneous, dual-screen experience to engage fans throughout a live event?
The aim was to expose the Concacaf Champions League brand to a global audience beyond traditional TV while activating younger demographics. Mediapro expanded the tournament’s reach by producing a live digital show alongside the TV broadcast to expose fans to more behind-the-scenes content, almost giving them an ‘all access’ pass, and creating a rich live experience for these new audiences to engage with.
The Challenge
As the production studio resources would be focused on the TV broadcast, creating alternate broadcasts using traditional production workflows would require high investment in more equipment, personnel, and infrastructure.
Production teams would need to re-format a primary broadcast feed to create a high-quality viewing experience on social and digital platforms.
To maximise engagement and amplify the reach around the Champions Cup Draw, Concacaf and Mediapro needed a cost-effective, seamless solution to create the alt-cast, with the ability to produce and deliver the stream natively in vertical 9:16 format.
The Workflow
Mediapro ingested the live broadcast feeds into Grabyo’s cloud-based platform to produce and deliver an engaging vertical live stream with multiple layouts and data-driven graphic overlays.
Mediapro managed the production in a purpose-built, vertically-optimized control room within Grabyo Producer, operated by 3 people using web browsers, meaning no additional hardware was needed.
Inside the control room, the production team ingested four camera feeds, various branded graphic assets, transitions and bumpers with Concacaf Champions Cup branding and sponsor logos, plus static web graphics that displayed the draw results as they took place.
The team optimised the framing and size of each asset, then created multiple layout snapshots to use during the show, switching between each template during the stream.
Switching and triggering graphics were managed inside the browser-based control room, with the draw results displayed using a web source: A URL link to the draw results software, with Grabyo rendering the graphics on-screen once they were automatically generated by the software.
The draw was delivered directly to YouTube and TikTok via Grabyo’s native integration with the social platforms.
The Results
The results were huge! Across TikTok, Instagram, YouTube, Facebook and X, the show achieved:
- 93 million impressions
- 3.8 million video views
- Over 150k engagements
Source: Champions Cup Draw Report, Concacaf Champions Cup – Date Range: 8th December – 18th December
Mediapro also received six Telly Awards across the following categories for their work on the Concacaf Champions Cup Draw:
- Silver Telly Award for Craft-Use of Volumetric Capture
- Silver Telly Award for General-Hybrid Events & Experiences
- Bronze Telly Award for Craft-Digital Environments
- Bronze Telly Award for Craft-Virtual Art Direction
- Bronze Telly Award for Craft-Use of Interactivity
- Bronze Telly Award for General-Immersive & Mixed Reality
“At Mediapro, we are very happy our client Concacaf was able to expand its digital footprint and place its brand in front of millions of people, engaging younger demographics across key platforms. A feat that would not have been possible without the flexibility, accessibility and cost-efficiency of live cloud production, with the help of Grabyo’s products.”
Marisa Navarro, Director of Marketing and Communications at Mediapro US
