HPE wanted to find a way to cultivate a deeper connection with their audiences and motivate them to engage beyond the usual B2B environments they usually inhabit. Drum recognised that both Sky Sports and HPE’s audiences have many shared passions within sports, presenting the perfect opportunity to partner the two platforms together, not only reaching and engaging an audience of sporting enthusiasts, but also placing HPE’s data and insight tools at the centre of a sport-heavy summer 2016.
Drum identified that data analysis had grown in sport over the past decade, helping athletes to assess their performances and aiding fans in their understanding of the games they love. As a result of this insight, we created the co-branded hub HPE Data Zone on Sky Sports’ website, analysing the biggest sporting events and talking points across the summer.
Weekly editorial pieces surpassed all expectations and Sky sports Benchmarks. Research showed a marked increase in Brand uplift and purchase intent.
Director of Technology