The National Lottery teams up with video app Seenit, to give a unique perspective into ParalympicsGB’s Road to Rio


As part of The National Lottery’s continuing use of innovative digital engagement techniques, 15 ParalympicsGB athletes – across a number of sports from rowing to cycling – are documenting their experiences leading up to the Paralympic Games, using the Seenit app.

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Seenit is an invite-only video capture app and online platform, which enables audiences to get behind-the-scenes action through the eyes of the athletes, rather than solely relying on the perspectives of traditional film crews.

In the countdown to the launch of the Paralympic Games, the clips are being submitted by the chosen Paralympians and are then edited together collaboratively to create short pieces of personal and authentic content that will sit on National Lottery, ParalympicsGB and UK Sport social media feeds and websites.

Viewers can feel like they are travelling side-by-side with the athletes to experience first-hand what it’s like in the days and weeks leading up to the opening of the Paralympic Games.

Want to see the gruelling final days of training with rower Rachel Morris? Or a glimpse into what canoeist Emma Wiggs is trying to fit in her bag? Or what final steps of special preparation cyclists Neil Fachie MBE and Pete Mitchell are undertaking? By watching these videos, you’ll be able to find out.

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The initiative forms part of the National Lottery’s I Am ParalympicsGB campaign and comes hot-on-the-heels of its incredibly successful digital campaign for the 2016 Olympic Games. The integrated I Am Team GB campaign mixed traditional mass-market media and a large TV and OOH campaign, with much more targeted and innovative streams, including the use of Seenit videos from Team GB stars, plus bespoke ‘thank you’ videos for players. The National Lottery’s video content alone gained a total of 18 million views across the entire campaign.

The I Am ParalympicsGB television creative uses the same animated creative vehicle as I Am Team GB, and similarly celebrates the unique affinity between the National Lottery-playing public and the ParalympicsGB athletes they are supporting on the Road to Rio. The campaign kicked off with a Thunderclap, with athletes, sports governing bodies, UK Sport and the British Paralympic Association launching the ad at exactly the same time through their social channels, as well as the ad featuring on TV last Thursday (1 September). I Am ParalympicsGB will run for a month.

To celebrate ParalympicsGB in Rio and to thank National Lottery players for the huge part they have played in helping to make that happen through buying tickets, The National Lottery is running two special EuroMillions draws on Friday (9 September) and Tuesday (13 September) with 10 guaranteed prizes for UK players of £1 million as well as 10 trips of a lifetime to Rio that will be won in the EuroMillions UK Millionaire Maker.

Emily Forbes, Founder of Seenit, said: “The partnership between The National Lottery and Seenit has empowered Team GB and ParalympicsGB athletes to come together and become the journalists on the ground telling their own stories. Through the app, which has a pre-loaded video guide, the athletes are able to quickly and easily record video – so as not take too much time out of their gruelling training schedules. We’re now able to produce content in a very reactive and relevant way, showcasing a completely unique, access-all-areas perspective in the build-up to the Games.”

Adam Chataway, National Lottery Marketing Manager, said: “National Lottery players have contributed over £80 million per year to support over 1,300 athletes from both Olympic and Paralympic sport – so it’s fantastic to be able to work with Seenit to give them a behind-the-scenes peek into the day-to-day routines of these sporting heroes. Every National Lottery ticket and Scratchcard purchased helps our athletes and all our players should truly feel ‘I Am ParalympicsGB’.”

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For further information please contact:
Camelot press Office: 020 7632 5711

About Seenit:

“An exclusive film industry. The explosion of user generated content. Big enterprise losing relatability with their audience. A perfect storm of trends which inspired Seenit to be founded.” – Tiffany Young – Breakfast with Tiffany blog

Seenit is an app and platform which helps brands and organisations co-create video with employees, fans, journalists and experts from around the world. It's a tool which makes it easy to direct and collect video from smartphones, by setting tasks within the app; the target 'crew' follow the instructions and upload video. The content arrives to a central private online studio where films can be quickly edited and distributed out to social media.

It is a way for organisations to engage with the people who are most passionate about the brand and empower them to be the content creators. We're working with brands such as The National Lottery, the BBC, Red Bull Racing, Benefit, The Body Shop, Crystal Palace Football and The UFC.

About Camelot/The National Lottery:

  • National Lottery funding plays a key role in the UK’s sporting success, and National Lottery players have contributed over £80 million each year during the four-year build up to Rio.
  • To date over 4,500 elite athletes have benefited from National Lottery funding, enabling them to have access to some of the best coaching, facilities and support staff in the world, in their preparations for Rio 2016 and beyond.
  • More than £5 billion of National Lottery funding has been invested into grassroots sports, creating opportunities for everyone to get fit. The money has created and upgraded facilities, funded coaches and equipment, and supported initiatives to get more people playing sport.
  • Each week, Camelot generates, on average, over £36 million for National Lottery-funded projects – in total £35 billion has now been raised and more than 490,000 individual grants have been made across the UK, the biggest programme of civic and social regeneration since the 19th Century.
  • For further information on Camelot, and The National Lottery and its games, please visit: national-lottery.co.uk / camelotgroup.co.uk

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For further information, please contact: Camelot Press Office 020 7632 5711

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