Challenging TV buyers to experience Spartan



NBCUniversal International


NBC Universal tasked Saynor Events with launching a new television show, ‘Spartan: Ultimate Team Challenge’, at the MIPTV International television market in Cannes.


Inspired by the global Spartan Race obstacle challenges, the TV show involves teams of friends, family or colleagues working together. The teams race across demanding Spartan courses to win $250,000.

Producing an experiential activity, true to the show concept, was a great way to demonstrate to broadcasters how TV audiences would react and engage.

Saynor Events planned a pop-up installation outside the Palais des Festivals, in front of the beach, where there was good footfall and visibility.

Themed around the challenges in the show, it incorporated a large outdoor screen running the show promo, as well as an instant photo machine. Participants could pose with a giant Spartan mask and then take away an instant branded photograph. And to spread the word around Cannes, teams of Spartan ‘athletes’ handed out branded Spartan water. 

The installation proved wildly popular and generated enough interest for NBC to secure sales with several leading broadcasters.

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