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The Greatest ShowmanThe Branded Content Eco System – Our Learnings
5th December 2018
2010 2011 2012
2013
2014
2016
2015
20172018
BRANDED CONTENT EVOLUTION
Our journey, partnering with leading brands to creat...
Sponsorship & Partnerships
Branded content, social & product placement
Spot/TVC/Pre roll
Viewers
MECHANIC
DELIVERABLE
SIX ...
VR
VR
CATCH UP
MOBILE
DIGITAL
ADDRESSABLE TV
CONTENT
ADVERTISING
ADRESSABLE DIGITAL
SKY SOCIAL
ecosystem
DATA
1
Beats Be Heard
Multiplatform Campaign
HPTOs
Sky Sports
Platforms
30” TVC
Spots
featuring AJ
Real time
engagement
social vi...
Delta Air Lines | The Last Nine on Sunday at The Masters
The Masters
Carling wanted to
create a social
conversation built
around Friday Night
Football
Recognised Sky
Sports as the most
credib...
Carling reel
.
• Used as a build around longer form live content. Instagram stories working really well for our
audience to drive to a ...
.
• Clips work very well for our audience, especially nuggets from Soccer AM guests.
• Trial/develop more Twitter Takeover...
• Common targeting
• Brand fit
• Complimentary to existing campaign
• Genre appropriateness
• Don’t be afraid incongruity
...
Formula 1®
Thank You
Jason Hughes
Jason Hughes
Jason Hughes
Jason Hughes
Jason Hughes
Jason Hughes
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Jason Hughes

  1. 1. The Greatest ShowmanThe Branded Content Eco System – Our Learnings 5th December 2018
  2. 2. 2010 2011 2012 2013 2014 2016 2015 20172018 BRANDED CONTENT EVOLUTION Our journey, partnering with leading brands to create powerful storytelling targeted across multiple platforms
  3. 3. Sponsorship & Partnerships Branded content, social & product placement Spot/TVC/Pre roll Viewers MECHANIC DELIVERABLE SIX YEARS ON….OUR CONCURRENT MODEL IS AS RELEVANT AS EVER DEMONSTRATING UNIQUE BENEFIT & INTERPLAY BY PLATFORM
  4. 4. VR VR CATCH UP MOBILE DIGITAL ADDRESSABLE TV CONTENT ADVERTISING ADRESSABLE DIGITAL SKY SOCIAL ecosystem DATA
  5. 5. 1
  6. 6. Beats Be Heard Multiplatform Campaign HPTOs Sky Sports Platforms 30” TVC Spots featuring AJ Real time engagement social videos promoting PPV fight Facebook Live AJ Locker Room Before the fight PPV Sky Sports Box Office Twitter Amplify – Sky Sports Boxing Sky Go & On demand Pre roll Exclusive Beats footage in VT Ringwalk Snapchat discover take overs
  7. 7. Delta Air Lines | The Last Nine on Sunday at The Masters The Masters
  8. 8. Carling wanted to create a social conversation built around Friday Night Football Recognised Sky Sports as the most credible Partner in this arena Content Partnership developed to run throughout 2016 & 2017 And acknowledged the potential reach for content distribution on & off estate
  9. 9. Carling reel
  10. 10. . • Used as a build around longer form live content. Instagram stories working really well for our audience to drive to a live stream • Talent & Influencers featuring in our content also use their own Instagram stories as organic promotion • Image led with high audience engagement • Mobile viewers first approach • Home of longer form content and longer dwell times • Successes with live content
  11. 11. . • Clips work very well for our audience, especially nuggets from Soccer AM guests. • Trial/develop more Twitter Takeovers encouraging users to get involved • High levels of interaction • Decline in live viewership/more pivot towards short form clips trailing to live content • Continued high levels of engagement
  12. 12. • Common targeting • Brand fit • Complimentary to existing campaign • Genre appropriateness • Don’t be afraid incongruity • Be bespoke • Tell a compelling story • Fit with environment/neighbouring content • Be the subject expert – be authentic • Content should be new/exclusive/educating – all drivers to engage • Add “Value” for those engaging • Brand/product demonstration OUR BRANDED CONTENT PLANNING GUIDELINES GOING BEYOND THE NARRATIVE TO BRING A BRAND TO LIFE STRATEGIC CREATIVE
  13. 13. Formula 1® Thank You

Sky

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