To create extra buzz around the start of the new season, we broadcasted this Supercup as a live pre-roll. Not just 30 seconds, but the entire game. So as long as you didn’t skip, you could watch the entire game, for free.

It is probably the first pre-roll people actually started looking for, by clicking random video’s hoping to see the live football game. It was a technical challenge to set up a live connection between the stadium, the add servers and the online video players, but it worked.

As it turns out, fans didn’t skip this pre-roll. The Pre-roll Football Match was viewed by 145.484 people in only 90 minutes. Plus, that same weekend the subscriptions on Play Sports were up with 417% compared to last year’s opening weekend.

There was no communication plan around it, but the word spread quickly via the fans themselves. Like this, we turned every football fan into an ambassador of our brand.