Dublin and London based sports marketing agency Fifty-Three Six has produced the first of several original content projects that have been commissioned by OTT platform RugbyPass.
Beyond 80 – Knocked, which takes an in-depth look at concussion in rugby, is also Fifty-Three Six’s first step into producing long-form content having worked on short-form material promoting marketing campaigns with their clients including The FA, IRFU, Bath Rugby, Allianz, bet365 and GAA.
It opens with a compelling piece to camera by Peter Robinson, father of Ben who died from a head injury sustained while playing for his school in Antrim in 2011.
RugbyPass holds various rugby rights to 23 different countries and the move to commission original content is part of a wider strategy to complement their live rights.
“This is the first episode in a new series called ‘Beyond 80’ which will be available globally,” said Fred Culazzo, Head of Content at RugbyPass.
“As well as offering live streaming, RugbyPass produces a lot of original content including long form and short form video.”
“Concussion in rugby is a subject we feel deserves more attention, so putting a spotlight on such an important issue within the game should hopefully be of interest to our audience.”
“We specialise in producing engaging video content in sports and bringing that content to fans,” added Tom Fox, Head of Content at Fifty-Three Six.
“Our core focus has been in producing high-impact short-form video, given our focus on providing a strong return on investment for our clients.”
“However, we are seeing an appetite from sports fans for longer content and we are delighted to partner with one of the world’s most innovative OTT platforms on this project.”
Here is a trailer for the movie which features Irish international Lynne Cantwell among others discussing their experience of concussion. The full movie runs to 48 minutes and can be accessed here.
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