BT Sport: Unscripted

BT Sport, a group of pay television sports channels, collaborated with Google Cloud, Opta and Squawka to write the script for the entire 2019/20 season using artificial intelligence.

Campaign details

Brand: BT Sport Advertiser: BT Group Agency: Wunderman Thompson Country: UK

Campaign Overview

Rewriting the sports TV rulebook

The 2019/20 football season was about to begin but BT Sport's marketing budgets had been cut. The goal was to match the previous year's sales with just a fraction of the media spend.