DStv’s SuperSport goes mega-digital for the FIFA World Cup


Augmented reality. Real-time social engagement. Live Streaming. Behind-the-scenes pictures and videos of  DStv’s SuperSport’s expert panel, including Manchester United assistant manager Ryan Giggs.

These are just some of the digital elements SuperSport has lined up for viewers during the 2014 FIFA World Cup, starting on Thursday.

SuperSport’s coverage will not be limited to the live broadcast on the DStv set-top box: the need to deliver engaging, interactive content across multiple platforms is key.

“SuperSport will be placing a major emphasis on its digital platforms in the build-up and duration of the FIFA World Cup,” said Brandon Foot, SuperSport’s Acting CEO. “We appreciate the need to supply fans with the most engaging, interactive, up-to-date and shareable content in the quickest time. Fortunately, we have the team and platforms to deliver a world-class digital offering for the world’s largest tournament.”

SuperSport’s social media will play a key role in this strategy and engaging a 5,5 million-strong fan base across Twitter, Facebook, Instagram, YouTube, Google+ and WeChat is critical to success. With one of the largest social audiences on the continent, SuperSport’s platforms have grown tremendously across Africa over the past two years.

For the first time, the World of Champions’ presentation will include augmented reality, utilising the latest technology. Using high-end graphics, SuperSport will take viewers into 3-D representations of all stadiums, enabling experts to analyse the game like never before. This is the first time such technology will be used on the continent.

Two digital campaigns will take place during the FIFA World Cup to ensure SuperSport is kept top of mind, one focused on awareness and the other on engagement.

The first campaign is focused on the promotion of SuperSport’s evocative FIFA World Cup TV campaign via its YouTube channel, seeding the content to multiple social influencers and industry leaders to create talkability and awareness of SuperSport’s attributes.

The second phase of the campaign will focus on real-time social engagement and content generation during key matches. The concept is leveraging off the second screen experience whereby the use of action imagery, tailored to the live event, will be used to create fan engagement and content shareability.

Also, keep an eye out for behind-the-scenes pictures and videos from SuperSport’s world-class panel of experts, including Giggs, Premier League host John Dykes and former star John Barnes.

As with all SuperSport productions, online users will be able to engage with the studio panel and live broadcast by using the hashtag #SSFootball.

The SuperSport website is one of the most visited across the continent. Accessed via mobile or desktop, it will have its own dedicated FIFA World Cup section with in-depth information of every aspect of the event, including matches, teams, players, stadiums, cities, player and team profiles, up-to-the minute news, highlights and live streaming.  

The SuperSport app for Apple and Android has recently been updated and Premium subscribers can simply log into their DStv Connect accounts and livestream every FIFA World Cup match. The App includes news, fixtures, video highlights, social engagement and much more.

DStv Premium subscribers with access to a PVR will be able to view match highlights on the DStv Catch-Up service. And viewers with the new DStv Explora PVR will be treated to extended Catch-Up content totalling 20 hours of sports content at any time during the event, including multiple duration match highlights, historical World Cup matches, additional content from Brazil and full length matches On Demand from the quarter finals onwards.

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