With the All Ireland football and hurling championships well underway, the Unilever-owned Sure brand, together with media agency Mindshare, have created an Irish TV first by bringing together live match statistics from GAA games during half-time TV ad breaks on RTÉ.
Sure is the official GAA Statistics Partner. According to Peter Hatton, head of marketing personal care, Unilever Ireland: “We are delighted to be bringing innovation to drive the partnership forward. Bringing real time statistics & contextual information to TV enhances the fans experience, adding unique value to the enjoyment of the games.”
Working closely with RTÉ, once the half time whistle goes, Mindshare and RTÉ create a 10 second ad with these statistics. The first ad aired on RTÉ 2 during the Dublin v Kildare Leinster Final on the 16th July. There are a further 11 spots planned throughout the 2017 All Ireland Senior Football and Hurling Championships.
David Ahlstrom, Head of Invention at Mindshare, adds: “Adaptive marketing is what we do here at Mindshare. Our work with Sure perfectly demonstrates this by bringing informative real-time stats, from the first half, to GAA fans on TV and social at the time they are most engaged.
“Live match engagement is no longer confined to the 70-odd minutes of action played within the 4 white lines. GAA fans, like followers of other sports, are becoming ever more data-hungry and this dynamic new partnership offers something different to the viewer experience across multiple fan touch-points,” says Noel Quinn, media rights manager, GAA.