70 TVBEurope Data Centre
There was a realisation of the huge opportunity to apply this expertise to the media and create new value for their audiences. Moreover, we found that media liked the credibility and expertise we brought to the table, having spent our lives helping top players and managers understand how to use data.
21st Club worked with TV broadcasters, brands and bookmakers during the World Cup, creating stories and campaigns through data. For DR Byen (a leading Scandinavian public service broadcaster) we delivered a series of stories geared towards the expert fan — in the client’s words “content that we can’t get anywhere else”. It challenged some of football’s assumptive fallacies and clichés: Is 2-0 really a dangerous lead? Is it really a ‘great time to score’ just before half-time? Does travelling long distances really affect your chances of winning?
One of the biggest mistakes the media (and football clubs for that matter) make when using
data is that they start with the answers rather than the questions. We turn this on its head and focus on the real questions fans want answering.
Case studies
By way of example, we provided content for Carlsberg’s #BPLBrazil campaign — a joint initiative to celebrate the Premier League players representing their national teams in Brazil (the Premier League had the highest number of players on show at the World Cup). We delivered rankings for the company’s official Tumblr page and social insights for its supporting Twitter activation. We also created a dedicated World Cup page for Danish bookmarker Danske Spil, which included a ‘Strengths, Weakness, Opportunities, Threats’ (SWOT) analysis and outright predictions for each team. While our data artists transformed the raw ingredients into an engaging interactive design, Danske Spil’s punters were empowered to interact with the content (pull, not push). The
www.tvbeurope.com August 2014
Live Score Predictor — using a data model to predict the likely outcome of the game, and the various chances of each scoreline
Live Attacking Momentum during Germany’s (blue) 7-1 demolition of Brazil (red). Note the steady build up of attacking momentum for Germany just before the goal rout on 23, 24, 26 and 29 minutes
result was a bespoke, socially share-worthy, fully hosted and seamlessly embedded solution. We also sought to join the conversation ourselves, creating
GoalDifference.com with the vision of going ‘against the run of play’ as a portal to showcase our digital content capabilities to media partners. We had great fun during the tournament
experimenting with the fans’ user-journey and various touch points around the match. In particular, our live score predictions tool (based on our unique in-running algorithms) and our attacking momentum widget (which visualises the ebb-and-flow of the match), were hugely successful. During Germany’s demolition of Brazil, over 2,500 people were talking about momentum shifts in the game, but seemingly we were one of the few who tuned into the conversation amongst fans and amplified the debate through contextually relevant content.
If the media industry is to truly leverage the power of data, it’s vital that they tune into what fans are actually talking about. Of course, there are different audience profiles to consider — the flirts, followers and expert fans. But even the average football fan wants to know: who are the big game players in Europe? Which strikers score the most important goals for their clubs? Which teams are currently under-performing? Who are the luckiest teams in the league? Has the momentum shifted in this game since the goal? What are the chances of my team getting back into this game?
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