Trinity Mirror's UsVsTh3m digital platform launches first piece of sponsored content with Metcalfe's popcorn brand
Trinity’s Mirror’s digital platform UsVsTh3m has launched its first piece of sponsored content in a collaboration with Metcalfe’s Skinny Topcorn brand.
Launch: The sponsored offering from Us Vs Th3m
UsVsTh3m, one of Trinity Mirror’s major digital projects, launched in May last year and has seen traffic soar as high as seven million monthly unique users thanks to some hugely popular games which have gone viral, such as North-o-meter, which has now been played more than six million times.
However, until now the publisher hasn’t maximised sponsored content opportunities and focused instead on establishing the UsVsTh3m brand and strategy. The deal with Metcalfe’s – sponsorship of a ‘How Well Do You Know Me Game’ designed to be played with a heavy social media presence - marks the beginning of a native advertising and content sponsorship drive.
“We’re really pleased with the game as it shows off the invention, humour and shareability of UsVsTh3m in a way that’s a perfect fit with a client message,” head of digital business development Steve Anglesey told The Drum.
“We will be launching another sponsored game in the next few days and are working on briefs for agencies and brands – both games and other forms of sponsored content.
“The prime focus through remains on growing UsVsTh3m as a site where you can waste time and see something funny whenever you’re bored by your job, the TV, a queue or your partner.”
When the service first launched, Trinity Mirror’s editor of new formats, Martin Belam, ruled out display advertising as a commercial model and said the site’s first task would be to “prove that we can grow audience, and be viral on demand. If we can’t do that, we’ve got nothing to sell”.
Trinity Mirror CEO Simon Fox recently said that publishers must get more creative about advertising in the digital landscape.