With the help of beIN SPORTS on-air talent (comprised of well-known soccer analysts from around the world), and other influential soccer fan groups, we turned beIN’s in-channel programming and social media outlets into sleep-inducing tools that helped American fans go to bed early and wake up early for El Clásico. The campaign didn’t end there–after helping fans to go to sleep, we also sent some local fan groups their very own special kit designed to help them wake up in time for the game.

The "beIN BED" content lived across owned, paid, and earned channels for the two weeks leading up to the game. The campaign’s 10 sleep-inducing videos and 14 El Clásico-themed bedtime stories featuring beIN SPORTS’ on-air talent ran on paid outlets across the digital space, as well as on the network as part of commercial inventory and regular scheduled programming. The campaign included an on-air stunt in which commentators were caught "falling asleep" during beIN SPORTS’ talk show, "The Locker Room." In addition, our campaign allowed beIN SPORTS’ social media team to capitalize on the content as they posted it organically on all owned and personal channels. The beIN BED’s paid efforts also focused on reaching current fans and recruiting new viewers, including an influencer outreach plan that encompassed tweeting the content out to specific sports celebrities and local fan groups, while also sending some of them their own wake-up kit.

• Surpassed the previous El Clásico social engagement rate by 240%.

• Over 1 Million people woke up early and tuned into El Clásico.

(1.6MM tuned into the previous game at its regular 2pm time.)

• Surpassed our 2017 completion benchmarks with a 72% video completion rate.

• Outperformed ESPN by 53% and NBCSN by 369% in household viewership.

• Outperformed ESPN by 83% and NBCSN by 431% in total viewers.