Delayed, maybe going to be cancelled, Covid-ridden, the Tokyo Olympics did not have the best of build-ups.

We had to light a bit of a fire for customers to make the most of Sky’s rights, which included 12 channels of coverage. Research told us a key challenge was finding what you wanted to watch, not missing your favourite events. Leveraging the power of Sky’s marketing automation platform Salesforce Marketing Cloud, we offered customers the chance to opt-in to a daily update on the Tokyo Olympics, with previews, highlights, a daily calendar of events, and fun. Opt-ins were huge and open rates over the course of the Olympics averaging over 75% each day, proving the value of the activity.