Last night, in what was a landmark evening for deltatre, the sports media and technology firm won three more awards for its work on Channel 4’s London 2012 Paralympic coverage. At ceremonies held in London and Manchester, deltatre was presented awards by both the British Interactive Media Association and the Manchester Publicity Association, respectively.
The award winning, ground breaking coverage was a collaborative effort by deltatre, 13 Strides and Two Four to provide a digital offering the likes of which had never been seen at a Paralympic Games. Presented by the British Interactive Media Association (BIMA), the team was awarded not one, but two BIMA Awards in the Multiplatform and Public Life categories. Voted on by ‘decision makers at leading brands, agency stars and industry thought leaders,’ the BIMA Multiplatform Award recognises projects that run across multiple digital platforms, in which each individual platform contributes to the project’s overall success; while the award for Public Life distinguishes projects that make a distinct contribution to the public good.
Originally appointed to build, design and host Channel 4’s Paralympic Games website, smartphone app and tablet app, deltatre’s role rapidly evolved to include directing editorial content across all digital platforms. Whether streaming medal opportunities or integrating social media into on-screen TV graphics, deltatre seamlessly served up Paralympic action across Channel 4’s platforms.
However, the motivation driving the Paralympic project transcended simply covering the Games. As part of the offering, the team sought to not only engage audiences in the events, but to generate a discussion about disability in sports and society. By educating audiences about the elite athletes and harnessing social media with deltatre’s LiveBlogging tool, the team successfully built a community around the Games, allowing fans to experience the Paralympics like never before.
Steve Boulton, deltatre’s Creative Director and BIMA Digital Hot 100 honouree, said, “The goal of this project was to inform, engage and inspire viewers. With this multi-platform approach, C4 was a catalyst for changing the way people talked about disability in sport. deltatre is proud to have been part of this landmark project.”
Additionally, at a separate ceremony for the inaugural ‘53o of Inspiration’ Awards hosted by the Manchester Publicity Association (MPA), deltatre received the award for standout digital agency in the Collaboration Category. A not-for-profit organisation, the MPA aims to ‘create a rich, dynamic, stimulating community of and for creatively minded people.’
With offices in MediaCityUK as well as London, deltatre leveraged its foothold in Manchester’s creative community to augment Channel 4’s coverage with innovative concepts including TV integration of social media in the form of onscreen athlete and audience tweets, polls, photos and trending information.
Hugo Sharman, Director of deltatre North commented, “2012 was an exciting year for deltatre being so deeply involved with the London 2012 Games. We feel proud to have supported Channel 4’s multi-award winning coverage across different platforms. Being recognised alongside so many inspirational projects and agencies is icing on the cake for an already successful year.“
Last night’s awards are just the latest honours garnered by the C4 Paralympic project; earlier this year the Channel 4 and deltatre team won a prestigious BAFTA Award for Digital Creativity as well as the Association for International Broadcasting Award for Best Coverage of London 2012. Moreover, the project was also shortlisted for several other awards including: Broadcast Magazine’s Digital Awards for Best Multiplatform Project and Best Coverage of a Live Event, the BT Sport Industry Award for Best Sports Website as well as the ‘53o of Inspiration’ Awards for Innovation.
A video highlighting the breadth and innovation of the C4 Paralympic project can be found on Channel 4’s website.