PAINCAM
By VMLY&R - Madrid
For BEIN SPORTS Brand BEIN CONNECT
Highly Commended in category Sports
Marketing
& Sponsorship
In subcategory Experiential
Project Description
We wanted to strengthen the link between the brand and BeIN CONNECT users, giving them something that no brand has ever done before: The pleasure of enjoying the suffering of their sporting rival in real time.
We created the first tool that allows users to see the reactions of the rival team's fans throughout the game. Two cameras filmed the faces of the fans of both teams during the match, while BeIN CONNECT users could tap into the PAIN CAM to enjoy the suffering expressions of their rivals in real time.
We created the first tool that allows users to see the reactions of the rival team's fans throughout the game. Two cameras filmed the faces of the fans of both teams during the match, while BeIN CONNECT users could tap into the PAIN CAM to enjoy the suffering expressions of their rivals in real time.
Agency Solution
PAIN CAM is the first tool that allows users to see the reactions of the rival team's fans throughout the game. Two cameras filmed the faces of fans from both teams during the match, while BeIN CONNECT users were able to take advantage of PAIN CAM to enjoy the expressions of suffering of their rivals in real time.