Eurosport

Bringing Live Sports to the Palm of Your Hand

1

The Background

As one of the largest sports broadcasters in the world, Eurosport was looking for new opportunities to grow and engage its audience in an ever evolving digital content market where the fight for sports rights ownership and distribution was getting more and more competitive.

Code and Theory identified a series of behaviors across sports fans that became the guiding principles for creating a more immersive live sports experience.

2

The Strategy

Fans have specific expectations for the services they use to follow and watch their sports. Through user research we arrived at a series of principles we recommended Eurosport follow to make sure it would retain and grow its fan-base.

Holistic: Engage fans with options beyond just watching games and reading news articles. We pushed for Eurosport to open up new areas of fandom such as gaming, fantasy, shopping, betting and training.

Flexible: Give fans the access and flexibility they expect. Let them customize their experience and be in control of how they commit to Eurosport.

Personal: Give them a voice. Bring them into the story, make them feel empowered and supported to express themselves.

Unique: Wow them through storytelling. They have many places to go and many options to pick from, so it's important to differentiate Eurosport. Leverage the company's existing access to make something unique.

In order to limit Eurosport’s exposure to the battle for rights, the digital experience was designed for expansion into new areas of fandom through the lens of content. An enhanced, scalable content system aimed to deliver more compelling stories through new formats that could be easily distributed across multiple touchpoints.


With interactive live experiences, we presented a series of new functionalities that could live alongside the live video stream. Additionally, we expanded the system to allow Eurosport to seamlessly incorporate different parts of the sports world such as shopping, training, betting and gaming.

3

The Solution

Immersive Mode

We learned that most fans multitask when watching sports, therefore the goal for immersive mode was to allow users to be able to interact with other parts of the platform while staying within the live environment and providing them with the type of features they want to engage with while watching.

Video Stream Functionality allows users to control their viewing experience through: access to “Immersive Mode,” reacting with Cheer/Jeer, camera angles, save clips, other games, and the news ticker.

Sports Chatroom & Hangouts create a space for users to chat live about the game and comment/react to each other’s posts (this can include photos and videos as well as text). Authenticated Eurosport users can add friends on the platform. When friends are online they can call one another to start a video call while they watch the game.

My Playlist gives users the ability to save and share clips from videos to a dedicated space in their profiles, and the ability to create multiple types of video playlists.

Companion Mode

To keep fans on the site even if Eurosport were to lose the rights to the game, we created “Companion Mode,” a way for the app to sync up with the linear feed and provide a complementary experience to the match happening on TV.

Time-Sensitive Shopping Deals are highly targeted and related to the game, for example, an offer to shop Nadal’s Racket for 20% off while watching the game.

Games/Quizzes/Polls encourage users to participate in games that are happening in real-time alongside the match to receive loyalty points.

Sportscaster partnerships give commentators a space in the Eurosport environment to garner a fan-base. Users can then listen to sportscasters' audio commentary alongside the game.

4

The Future

We launched the first version of Immersive Mode in time for the 2018 French Open. Looking forward, we will continue to roll out enhanced live-video pages for milestone events such as the U.S. Open.

This first launch initiated a new long-term vision for Eurosport that redefines the ultimate fan experience.

Screenshot 2023 09 29 at 3 51 52 PM
The Ritz-Carlton

Redefining the Legacy of Luxury for a Powerhouse in Hospitality

The hotel giant partnered with Code and Theory to bring its hotel's luxury into every element of its digital experience.

Read More
  • Built a scalable design system for both The Ritz-Carlton and The Ritz-Carlton Reserve.
  • Created a guest-centric site structure to facilitate booking, content exploration and discovery.
  • Strategy, design and launch in under one year.

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Tipico Featured Module
Tipico

Succeeding on a Mission to Win Ohio

AOR leading an integrated campaign to capitalize on the moment and bring Tipico to market.

Read More
  • Challenging category conventions to create a differentiated connection with audiences
  • Speaking with Ohio sports fans the same way they speak to each other
  • Working in an Integrated Agency team to connect through all media channels, including the app

Evolving E-commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Screen Shot 2023 03 01 at 11 14 04 AM
Marriott Bonvoy

Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

Read More
  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

Untitled design
Allspring

Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

Read More
  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

Transforming Education's Forefront

Defining the future of digital experiences in education.

Pfizer World| Shaping a Platform into a Beacon for New Priorities and Ways of Work

Pfizer World

<p>Pfizer World</p>

Transforming a platform into a meaningful beacon to set new priorities and ways of working.

Read More
Galleri| Introducing a Revolutionary Medical Feat to the Market

Galleri

<p>Galleri</p>

Creating the first B2C campaign and user experience for a first-of-its-kind cancer detection test.

Read More
Black BoxBlack BoxBlack Box

Recognition

  • YETI x Code and Theory

    Innovation by Design

    Best in Marketing
  • Code and Theory

    Innovation by Design

    Design Company of the Year
  • Code and Theory

    Ad Age

    Agency A-List

All Work

 2023

Says a Lot —

Latest

News — 

Code and Theory Wins Three Drum Awards For AI, Creativity, and UX with YETI and Tipico

News — 

Under Armour Launches UA Rewards with Masterclass-style Video Series, in Partnership with Code and Theory

News — 

Figma Names Code and Theory as Launch Partner in New Service Partner Program

News — 

Scout by Sutter Health™ Launches an App Focused on Resilience Building for Youth and their ‘Champions’, Built by Code and Theory

News — 

Code and Theory Network Wins Six W3 Awards

News — 

Facing the Future: A Guide to AI and Design Transformation

News — 

Amazon Ads Debuts First Small Business-Targeted Campaign

News — 

YETI Wins Fast Company Innovation By Design Award for Marketing