via press release:
UNIVISION DEPORTES ANNOUNCES EDUCATIONAL TV EVERYWHERE CAMPAIGN OFFERING OPEN TRIAL PERIOD TO LIVE STREAM GOLD CUP TOURNAMENT
NEW YORK – JULY 7, 2015 – Univision Deportes, the sports division of Univision Communications Inc., the leading media company serving Hispanic America, today announced the launch of a TV Everywhere campaign offering live streaming without requiring authentication during the group stage of the highly anticipated CONCACAF Gold Cup soccer tournament. The initiative is focused on spurring awareness and adoption of TV Everywhere across mobile, tablet and desktop.
During the open trial period starting at the beginning of the Gold Cup tournament through the beginning of the quarterfinal rounds, soccer fans will have unlimited access to the matches by downloading the Univision Deportes mobile app (Apple, Android) or on UnivisionDeportes.com. During this time, Univision Deportes will engage users through a comprehensive campaign to build awareness and education around the authentication process. At the start of the quarterfinal round, users will be required to authenticate to gain access to the Gold Cup matches.
“Big events such as the Gold Cup provide an opportunity to increase activation of TV Everywhere,” said Jennifer Ball, executive vice president of Marketing and Content Partnerships, Univision Communications Inc. “Our goal is to constantly educate our audience about the benefits of their pay TV subscription and the ability to live stream a major event is a big one.”
Elements of the campaign include a pre-game authentication instructional video that will be streamed 45 minutes before each game during the open trial period. Additionally, the Univision Deportes dedicated Gold Cup website, UnivisionDeportes.com/copaoro, will deliver how-to content at the beginning and end of the trial period promoting TV Everywhere and offering authentication instruction to users. Other user messaging will be delivered via social media on Twitter, Facebook, Instagram and Snapchat as well as through digital ad units, in-app takeover ads, push notifications, radio spots, in-show and in-game on-air mentions and on-air television promos. The Univision Deportes website and the Univision Deportes app will have messaging dedicated to TV Everywhere education and authentication instruction, available at UnivisionDeportes.com/acceso.
The CONCACAF Gold Cup tournament kicks off on July 7th at 7 p.m. E.T. with the Panama versus Haiti game broadcasted on UDN (Univision Deportes Network) followed by USA versus Honduras broadcasted on UniMás with a live simulcast on UDN.