Atkinsons of Sheffield
Corporate / Entertainment
Content Creation / Event Management / Event Production / Event Studios
2021
Atkinsons of Sheffield, an independent department store that has been a staple of the city centre since 1872, wanted to modernise their promotional approach to reach audiences beyond their physical location. Known for its local roots and diverse retail offering, the store aimed to launch its “Million Pound Sell-Off” with a creative campaign that combined traditional retail messaging with innovative digital broadcasting.
To achieve this, Stream7 partnered with the Atkinsons team to develop and deliver a professional, newsroom-style live streaming campaign that would capture attention online and drive footfall in-store. This involved a full-service broadcast, from scripting and content filming to real-time social media streaming and post-production content creation.
Atkinsons set out with clear goals for the campaign:
Enhance Digital Visibility – Use live and social media streaming to raise awareness of the sell-off campaign and showcase their store in a fresh, modern way.
Drive In-Store Footfall – Translate online engagement into real-world action by encouraging viewers to visit the store during the campaign.
Showcase the Store’s Personality – Highlight Atkinsons’ rich history and its community connections by featuring real people from the store team and retail partners.
Create Reusable Digital Assets – Generate high-quality filmed content that could be repurposed across multiple digital platforms.
This project brought together elements of hybrid event production, filming, broadcasting, and social media streaming, all designed to blend Atkinsons’ legacy with forward-thinking marketing.
To deliver on these goals, we created a detailed production plan that encompassed scripting, live filming, pre-recorded content, graphic design, and live streaming. The final result: a professional broadcast streamed live from within the store – presented as a fast-paced, engaging news-style programme.
We converted a section of the store into a fully functional pop-up broadcast studio. Our setup included:
A multi-camera rig with broadcast-quality visuals.
Professional lighting to ensure crisp, even coverage.
Directional audio solutions for clear sound in a bustling environment.
Real-time editing and switching using our mobile live production unit.
This studio setup gave Atkinsons the capability to present themselves as a brand embracing digital transformation while retaining their down-to-earth, customer-first ethos.
To complement the live broadcast, we filmed short promo segments throughout the store. These included:
Department showcases featuring deals and special offers.
Mini-interviews with Atkinsons staff and independent in-store traders.
Behind-the-scenes moments showing the real people behind the brand.
These clips were edited and integrated into the live stream and later reused for social media content, providing an extended life for the campaign beyond the broadcast itself.
The highlight of the campaign was the live broadcast, styled as a breaking news event. It was streamed simultaneously on:
Atkinsons’ website and marketing channels
To maximise the appeal and credibility of the stream, we brought in a professional presenter to host the broadcast. Styled as a “news anchor”, they guided the audience through store updates, interviews, product features, and the history of Atkinsons – reinforcing the “breaking news” format and adding polish to the production.
Graphics, transitions and video overlays were used throughout to maintain viewer interest and ensure that brand messaging stayed front and centre.
While this wasn’t a hybrid event in the traditional conference sense, it had all the core elements of one: a real-time production in a physical location, delivered to a digital audience, with elements of interactivity, storytelling, and audience engagement. For Atkinsons, this was a modern hybrid model of retail engagement – merging live, in-person filming with digital broadcasting to bridge the gap between store and screen.
The campaign was specifically designed to work on social media, using streaming formats and pacing that suit platforms like Facebook. Interactive features, including live comments and reactions, were highlighted during the broadcast to acknowledge viewer engagement and create a two-way connection.
Stream7 also provided post-event data insights to the Atkinsons team, highlighting engagement metrics such as:
Peak concurrent viewers
Total views
Watch time
Audience demographics
This helped the marketing team evaluate the campaign’s success and shape future content strategies.
The campaign delivered strong results both online and in-store:
Live viewers: Over 550 people tuned in live to watch the broadcast.
On-demand reach: The recorded version gained around 9,000 additional views in the weeks following.
Social media interaction: Dozens of comments and shares helped amplify the campaign organically.
Sales impact: Footfall in the store increased over the course of the sell-off, and customers referenced the video campaign in-store.
Importantly, the campaign set a precedent for future retail content creation projects, giving Atkinsons a digital toolkit for promoting future offers, events and partnerships.
At Stream7, we specialise in live streaming, hybrid event delivery, and content creation for businesses across the UK. Whether you’re hosting a conference, promoting a retail campaign, launching a product, or running an internal broadcast, we offer scalable solutions with professional-grade production and a collaborative approach.
We’ve helped independent brands, global companies, and public sector organisations tell their stories in real time, through dynamic and engaging video production.
If you’re thinking about running a digital marketing campaign, live event stream, or launching a hybrid project that merges in-person experience with online engagement, we’d love to hear from you.
We offer:
Live streaming and multi-platform broadcasting
Social media streaming strategy and delivery
Filming and video content creation
Mobile studio setups and pop-up broadcast installations
Full production support, including scripting, editing and design
Contact us now to chat with the Stream7 team.
Stream7 created professional high quality video content for our Breaking News Event that drove customer engagement and reach. The guys at Stream7 were superb in their set up of the studio in store, and of the equipment. Fair to say that bringing in a 'news presenter' to talk people through our offers and history really paid off, adding authenticity and interest to our live stream.
From the technical to personal interactions with staff and customers we couldn't ask for any more.
