Converting existing print subscribers and gaining new customers by bringing the world’s largest football tournament home to the local fans: Covering 20 000 local players over six days. Engaging local audiences back home and gaining 3,000 sales
2020 Finalist

Converting existing print subscribers and gaining new customers by bringing the world’s largest football tournament home to the local fans: Covering 20 000 local players over six days. Engaging local audiences back home and gaining 3,000 sales

Amedia

Oslo, Norway

Category Best Idea to Grow Digital Readership or Engagement

Media associated with this campaign

Overview of this campaign

Norway Cup is the world’s largest youth football tournament. More than 2,000 teams swarm to Oslo each summer, and boys and girls from all over the world meet for a week of football and fun. Many of the teams and players come from communities Amedia’s newspapers cover.  

From a journalistic standpoint, it’s a tournament that engages large swathes of our local audiences - parents, grandparents, siblings, friends, uncles and aunts - and is a natural and important event to cover. But it’s also a great opportunity to provide value for our subscribers: many cannot be there to watch their children or grandchildren play. In a country where it’s faster to drive from Oslo to Milan, than from Oslo to the northern town of Kirkenes, streaming connects people.

Our Norway Cup 2019 coverage was aimed at: 

  1. Recruiting new subscribers

  2. Empowering the local news brand (Follow your local team all the way to Oslo)

  3. Creating a massive internal training project in streaming (a mix of 65 rookies and experts facing a joint challenge)

Amedia’s award-winning Direktesport vertical is an upstart in Norwegian sports coverage, binding together the live sports coverage from Amedia’s 75 newspapers. We provide a huge number of live streamed sports events in a scalable and cost-efficient manner – a whopping 5,000 live events in 2019. 

We’ve covered Norway Cup before - starting in 2017 with 150 matches. We repeated the success in 2018. And when we launched the new Direktesport.no vertical in early 2019, we decided to set the bar at a massive 800 matches during the tournament. All with commentary, graphics, scoreboards, replays and edited highlight packages.

The work engaged large chunks of Ameda in mid-summer - from developers to journalists and cameramen – encompassing everything from APIs and UX to camera logistics and personnel management.

 

Results for this campaign

Norway Cup was played from Sunday July 28 to Saturday August 3. For Amedia’s team, two shipping containers turned into a makeshift control room, video desk, tech support and project office. The rig, and scaffolding camera towers at each of the 15 pitches we covered, were erected during the week before the tournament, with power cables and internet lines put into place and 4g bonding encoders as backup. 

 

With meticulous planning, and great work by our dev team and video platform provider, we experienced no major technical issues. 30+ degree temperatures during the first couple of days put a strain on the production laptops, but cheap, low-tech electrical fans kept them humming. 

 

After initial rounds, we had no advance knowledge of which teams would meet. Our custom API setup kept us on top of things, pulling fresh schedules from Norway Cup’s scheduling system, updating both the published live videos in our CMS and stream details in our OVP continuously, for more than one hundred separate streams each day. 

  • Where a traditional broadcaster needed an OB-bus to produce 60 matches from one pitch, we streamed  830 matches from 15 pitches, with laptops in an old shipping container

  • On August 1 alone, 59,362 subscribers watched over 1.46 million minutes of video

  • That equals 2.78 years of watching, all in a 24 hour period.

  • During the tournament, we sold 2,864 new subscriptions on our local newspapers

  • Between 40,000 and 60,000 subscribers watched daily.  

We put out video workflow and infrastructure to the test and proved that we could produce, publish and coordinate a huge number of live streamed matches simultaneously at minimum cost. 

Key takeaways:

  • Subscribers and their kids loved it

  • Planning is paramount for smooth execution 

  • Our workflow really shines in such a setting 

  • Love your developers, they’re essential at this scale

  • Major stunts are huge morale boosters across the entire organization

  • Increased local know-how

  • You cannot have enough water bottles 

  • It’s great fun!


Contact

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