Best Global Sports Videos of 2012

2012 will go down as the year global sporting events blew open the door for online video, making clear to advertisers in all categories that original Web video not only has an audience, but also potential beyond a pre-roll spot, according to Chris Pfaff, CEO of Chris Pfaff Tech Media and host of the Digiday Video Awards on November 13.

The much-maligned NBC effort to broadcast and stream the 2012 London Olympics racked up a record 159.3 million online video streams, blowing past online viewership of the Beijing Olympics in its first five days. Meanwhile, ESPN elected to livestream every match of the UEFA Euro 2012 tournament, a first for soccer fans worldwide.

Historically, online video channels have had trouble rising above niche status. But these events gave major advertisers the opportunity to create online video they knew undoubtedly reach a mass audience. Pfaff cited two winners in the online sports arena.

Nike created an interactive Web video, “My Time is Now,” that ran in-stream during the UEFA World Cup and linked to an original series. The video allowed viewers to find Easter eggs by dragging the mouse over various players, revealing quotes and Twitter handles. Fans that found the egg for Spanish soccer manager Pep Guardiola, were given an introduction to The Chance, an original series about young soccer players competing for a spot at Nike Academy.

Proctor and Gamble— “Proud Sponsor of Moms”—used its television spot “Best Job,” during broadcasts and online to springboard into the original series, “Raising an Olympian.” The series looked at the mothers behind the athletes competing for a variety of countries. Below, American runner Lolo Jones and her mother describe their hardscrabble beginning.

Think your online video can go toe-to-toe with the rest of the industry? Enter the Digiday Video Awards. Past winners include Mattel, Puma, Alloy Digital and Doremus.

https://digiday.com/?p=21659
Digiday Top Stories
  • Coca-Cola, Edelman and Tropicana are winners of the 2022 Digiday Awards

    The 2022 Digiday Awards winners illustrated how companies are navigating innovative technologies and taking a stand for inclusivity. Many of this year’s entrants and subsequent winners are also partnering with charities on large-scale initiatives and experimenting with new tactics for Gen Z. Inclusivity was at the heart of why the judges, for example, recognized Havas […]

  • Aveda, OLAY, Nike and Ally are finalists for this year’s Greater Good Awards

    For many brands in this year’s Greater Good Awards shortlist, making a positive impact on their local communities — whether through internal or consumer-facing initiatives — is highly evident as a top priority. The throughling: companies are increasingly using their platforms to communicate the importance of sustainability, wellbeing and equality.  In one example, cosmetics company […]

  • Commerce Layer, Frequence and Khoros are among the 2022 Digiday Technology Awards winners

    The 2022 Digiday Technology Awards winners demonstrated how companies are diving head-first into new technologies and adapting to meet the needs of the digital media industry. This year, e-commerce, sustainability and influencer marketing emerged as themes most often seen among the entrants and subsequent winners.  For example, Commerce Layer is among the judges’ picks, winning […]

  • Warner Bros. Discovery, Cancer Research UK, Marriott Bonvoy and Bidstack are Digiday Marketing and Advertising Awards Europe finalists

    European marketers turned to data-based content strategies across a wide range of channels to help drive engagement for brands. For many companies in this year’s Digiday Marketing and Advertising Awards Europe shortlist, attracting Gen Z consumers and highlighting their meaningful practices are also top priorities. Warner Bros. Discovery received a nomination for Best Use of […]

  • Teads, Edelman, VICE Media Group and Imagination are among this year’s Digiday Awards finalists

    Innovation and inclusivity emerged as significant themes in this year’s Digiday Awards shortlist. With a cookieless environment on the horizon, companies are experimenting with new ways to interact with their customers as well as serve communities often left behind. Teads received a nomination for Most Innovative Technology Platform. The company enables brands to connect directly […]