Case Study: SBS (Australian broadcaster) achieves record 25+ minute average session duration and second-screen engagement with Stackla

Harnessing Social to Engage Passionate Cycling Fans

Stackla partnered with SBS to power social coverage of the Tour de France, tasked with aggregating the sport’s vast user-generated content and turning TV viewing into a compelling second-screen experience for a socially savvy cycling audience. The challenge was to launch an innovative visual UGC hub that integrated disparate social platforms, drove longer on-site engagement and supported SBS’s broader social campaigns during live racing.

Using Stackla’s visual UGC stack to surface content from YouTube, Twitter and Facebook and by integrating interactive features (like a pinned “Troll DJ” request box), SBS created a seamless companion to the broadcast. The result was exceptional engagement: session duration climbed from over 12 minutes in the first week to more than 25 minutes on average across the three weeks, tablet traffic exceeded 20% of browsers, and the social hub materially boosted audience interaction and campaign success.

SBS

Toby Forage

Executive Producer for Sport Online