Objective

 

Having recently secured the digital rights to show post produced Barclays Premier League video highlights over broadband, Virgin Media turned to Perform to assist in their objective of:

  • Building traffic quickly to become a leading sports destination sites within the UK
  • Delivering content in a way that challenges user perceptions, changes and leads the market and delivers a highly loyal, satisfied and powerful customer franchise
  • Building a new customer base and destination site for sports fans in the UK

 

How Perform Services responded

 

Perform Production produces 68 encodes and edits over 350 minutes of Premier League and selected Football League clips per match day. In addition we produce 15 daily shows and 10 feature shows per week creating characters such as Mr Sheepskin and Danny Dire that provide a key point of difference between Virgin and other football news websites.

Perform Technology built Virgin's destination football site www.virginmedia.com/football as well as the 'V Player' - an ad funded embeddable media player designed to sit on 3rd party affiliate sites and syndicate the Premier League highlights.

Perform Consumer Marketing put together a brand loyalty and community building campaign which reached across many of the top social networking sites as well as managed a record-breaking search-engine marketing programme. All of these were designed to create a synergy between the destination site and the social networking eco-sphere. Additionally, the VPlayer was successfully negotiated into some of the largest publicists in the UK and currently sits on The Sun, The Times, The Telegraph, FHM.com, 442, forthegame, clubwebsite and ESPN's soccernet sites.

Through our relationship with the biggest media agencies in the UK, Perform Sales works on behalf of global brands to negotiate, build and deliver creative in stream advertising via the VPlayer network. With click through rates between six and nine percent and 10 million unique viewers monthly, the VPlayer delivers results and value well above the industry average.

 

www.virginmedia.com/football