Sky wanted to increase both awareness and viewing of the breadth of its TV programming and raise the perceived value of Sky’s content for both customers and prospective customers.
We built #whatsonsky - a Twitter service that gives personalised recommendations on what to watch based on users’ tweet history.
The combined reach of Twitter activity and digital outdoor resulted in 913,678 views of the #whatsonsky messaging - which is 30 times more effective than the average click through rate of digital banner ads (0.08%), and 2,390 times that of the average response rate to standard outdoor executions (0.001%).
#whatsonsky was so successful that Sky has asked us to evolve the one-off project to an always-on customer service initiative.