AIB, fresh from the success of the mini-documentary series around the All Ireland Football Championship, are going back to the same source of inspiration with a new GAA miniseries.
“Behind The Gates” will chronicle Roscommon’s journey in the 2017 All Ireland Senior Football Championship.
After receiving an all-access pass, a first for an Irish brand, AIB will bring viewers on a unique journey into the Roscommon dressing room and training camp.
Viewers will witness first-hand the turnaround Roscommon made from a lacklustre run in the Allianz League to claiming provincial glory in Connacht.
The Roscommon management team and particularly head coach Kevin McStay, a Mayo native, came in for stinging criticism having lost to Galway by 11 points in the 2016 Connacht Final replay. Heading into the 2017 final against the same opponents, few would have predicted a positive outcome for the Rossies and fewer still would have predicted the confidence with which they took the game to Galway from the throw-in.
The series will be broadcast on hosted on YouTube and released across AIB’s different social media channels in four parts with one episode a day going live from Tuesday 17th October to Friday 20th October at 5 pm each evening.
In an era where media access to players and management has become ever more controlled this will be a novel look at what goes on in the dressing room, on the training pitch and perhaps in the minds of players and management.
There will be some who bemoan the fact that this should be a brand that brings it to life as opposed to an independent media source but the reality today is that content is being driven from a multitude of sources and this short form insight is essential to hook new viewers and retain traditional audiences with fresh perspectives.
Speaking to Sport for Business in a recent interview AIB Group Brands Director Mark Doyle revealed that the number of engagements the brand had ‘won through its original social media content on the GAA this year was up beyond 14 million and still rising.
This is exactly the sort of partnership that works so well for the sport in reaching an audience, for a brand in scoring positive association and for the stars of the show in making their stories more widely accessible.
Here is the trailer for the show. We can’t wait.
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Image Credit: Inpho