Company

The Eurovision Song Contest is one of the world’s biggest live entertainment events. Produced by the European Broadcasting Union (EBU), it reaches hundreds of millions of viewers each year across television, digital, and social platforms.

Each year, Eurovision inspires an enormous volume of content created by artists, fans and partners. But despite the scale of attention, most of that content lives on social platforms Eurovision doesn’t control, making it difficult to understand what actually drives fan behaviour or connect engagement to commercial outcomes.

Challenge

Eurovision generates huge cultural moments, but the content and conversation around them were fragmented across Instagram, X, TikTok and beyond. This created a few specific problems for Eurovision:

• Fan engagement happened almost entirely on third-party platforms, leaving Eurovision with limited visibility into how fans interacted with content

• There was no single destination where fans could explore artist, fan and partner content together in one place

• High levels of attention and excitement weren’t connected to measurable outcomes like merchandise sales

• Content created by fans and partners during Eurovision lived outside Eurovision’s control, with no way to capture, curate or act on it

Eurovision needed to bring that content into environments they owned, without losing the energy and immediacy fans expect.

Solution

Eurovision partnered with Amondo to bring fan, artist and partner content into owned experiences across the official Eurovision app and website.

Bringing content into owned environments

Rather than relying on social embeds or linking fans out to third-party platforms, Amondo-powered experiences were embedded directly within the Eurovision app and website. Fans could explore and interact with content without ever leaving Eurovision-owned experiences.

This gave Eurovision a single destination for content that was previously scattered across platforms and a way to capture every interaction as first-party behavioural data. This all gave Eurovision clear visibility into what drove attention and engagement, not just what was viewed.

Connecting content engagement to commercial outcomes

Amondo’s interactive content Tiles allowed Eurovision to link engagement directly to action. Fans could move seamlessly from content to official merchandise, giving Eurovision clear visibility into how content behaviour translated into commercial outcomes, closing the gap between attention and revenue.

Shifting attention from social to owned channels

Amondo experiences were promoted across Eurovision’s social channels, directing fans back into owned environments. Instead of attention staying on third-party feeds, it was redirected into spaces where Eurovision could measure behaviour, understand what content drove action, and build on those insights year after year.

Results

The Amondo-powered experiences delivered both reach and clarity across Eurovision’s owned channels:

• 10M+ impressions across Eurovision-owned experiences

• 11% CTR, showing fans actively moved from content to action

• Clear insight into which content fans engaged with most and what drove them to act

Eurovision proved that the attention and content already being generated on social media becomes significantly more valuable when it’s brought into owned channels. Instead of chasing reach across platforms, Eurovision captured intent, connecting fan engagement to the outcomes that actually matter.