Pınar Protein Milk – Bringing the Energy of Volleyball Home
Pınar Protein Milk brought the excitement of the Volleyball Nations League to viewers’ homes through an innovative HbbTV campaign. By integrating live match scores into interactive ad banners, the brand transformed ordinary ads into real-time experiences. Viewers could press the green button to pin live updates to their TV screens, keeping them connected to the action. Reaching over 582,000 impressions and achieving a 1.10% CTR, this first-of-its-kind campaign in the food industry turned advertising into a dynamic, utility-driven experience.
Description
Pınar Protein Milk positioned itself within the growing popularity of volleyball, reflecting its core values of strength, energy, and endurance. Volleyball embodies these same values through teamwork, tempo, and performance — making it the perfect arena for the brand to connect with audiences in an authentic and dynamic way. To extend the energy of the Volleyball Nations League beyond the live matches, Pınar partnered with TVekstra to launch a pioneering HbbTV campaign that brought the excitement of the court directly to viewers’ homes. The objective was to reach even those who couldn’t follow the games live, creating a continuous, engaging connection with the sport. Interactive ad banners were designed for channels outside the live broadcasts, featuring real-time score integration from multiple data sources. Viewers were not limited to static ads — they saw live score updates synchronized with the ongoing match. By pressing the green button on their remote, they could pin the live score panel to their TV screen and follow every point in real time, without leaving their current channel. Between June 21 and July 24, the campaign delivered 582,626 impressions and 6,363 interactions, achieving a 1.10% CTR and an impressive average on-screen duration of 17 minutes and 5 seconds — proving strong engagement and audience interest. On days without matches, generic banners maintained visibility and brand continuity. By merging real-time sports data with interactive advertising, Pınar Protein Milk turned traditional TV ad space into a dynamic, content-driven experience. The campaign not only increased brand visibility but also deepened consumer engagement by connecting the brand’s energy with the excitement of live volleyball — a first-of-its-kind innovation in Turkey’s food industry.
Impact
The Pınar Protein Milk Volleyball Nations League campaign made a measurable impact by redefining how live data and advertising can merge on HbbTV. It successfully transformed traditional ad spaces into dynamic, real-time experiences, connecting audiences with the excitement of volleyball even when they weren’t watching the match. Through live score integration, viewers received continuous, relevant updates directly within the ad banner. By pressing the green button, they could pin live scores to their TV screens — turning a brand message into a useful, interactive tool. This innovative approach kept viewers engaged longer and strengthened their emotional connection to both the sport and the brand. Measured Results: 📺 582,626 impressions 🖱️ 6,363 interactions 📊 1.10% click-through rate (CTR) ⏱️ Average on-screen duration: 17 minutes 5 seconds Beyond quantitative success, the campaign positioned Pınar Protein Milk as an innovator in the food sector, pioneering the use of live sports data within HbbTV advertising. It demonstrated that utility-driven content — when aligned with brand values — can significantly increase viewer engagement and perception. By blending technology, interactivity, and relevance, Pınar Protein Milk created a new model for smart, connected advertising that delivers value to both viewers and brands.
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