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Sky sends personalised TV tweets to rail commuters

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By The Drum Team, Editorial

October 6, 2011 | 2 min read

Sky is tweeting personalised messages to commuters waiting at busy railway stations telling them what to watch on TV when they get home.

Digital billboards at 16 UK railway stations will invite the public to ask a programme-related question using the #whatsonskynow hash tag.

In return Sky will tweet back with a personalised recommendation for something to watch later that day. This will also be shown on the billboards.

All those who tweet will be entered into a prize draw for the chance to win a year's Sky subscription.

The campaign was booked with JCDecaux Digital by IPM and MediaCom and social media agency Jam.

Spencer Berwin, managing director for sales at JCDecaux, said: "By combining Twitter and Digital Out of Home, Sky has created a highly personalised, time-sensitive campaign that reaches commuters in the right mindset to interact.

"We know from our research that Rail commuters are massive users of social media via their smart phones, welcoming entertainment and information during their journey."

The campaign will run on the digital screens between 4 and 10pm at stations including King's Cross, Glasgow Central, Birmingham International and Leeds.

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