BOWLS AUSTRALIA BRINGS PREMIER LEAGUE TO DIGITAL CHANNELS

Using near-live highlights and social videos to reach more than 3.5 million people across social channels

Bowls Australia (BA), the governing body of bowls in Australia, staged the Bowls Premier League (BPL) in Moama, NSW. The social strategy set out for the competition was to grow the global reach of the sport across digital platforms. An important part of this strategy included attracting new fans to the sport leveraging the high-pace and excitement of the format.

The BPL, is the sport’s made-for-television event in Australia and was designed to shift the perception of the sport. As the sport’s pioneering short-form format, it’s fast, loud and attracts the world’s best bowlers. All of which helps to appeal to non-bowlers who might have previously had a different perception of the sport.
Re-living the best moments with near-live highlights and recap videos allowed fans to be part of every bowl thrown during the matches.

Taking advantage of high engagement peaks when events are live, the BA social content created an engaging experience for fans. Moving quickly meant the team could engage with fans all over the world with their agile social distribution plan.

BA’s content production and distribution supported its target to increase the popularity of bowls across Australia. Using our cloud video platform, short-form highlights of the matches and supporting content showing the most skillful and tense moments were created. BPL was able to appeal to fanatics as well as first-timers to the sport. This additional content completed the live broadcast on Fox Sports Australia and Sky Sports NZ.

The tournament reached over 3.5 million people, engaging fans from start to finish through a variety of touchpoints.

BA used our powerful cloud-based video editing platform – Grabyo Editor. Using Editor, BA was able to clip each moment from BPL11 matches and create a highlight compilation quickly and easily. It could then distribute these videos directly from the Grabyo platform to its social, mobile and online channels.

“BPL11 was a huge success and delivered some of the best moments the sport has seen. Grabyo enabled us to bring fans across Australia and the rest of the world to the green so our amazing team could share the excitement with them. Our overall aim is to share this great sport with as many people as possible and the reaction to our content was extremely well-received.” Aidan Davis, Communications and Marketing Manager at Bowls Australia.

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