Sky 1 sets up #TryYourLuck vending machines in the UK to promote Stan Lee's 'Lucky Man'
Nicole Greiner is a research analyst at VAST MEDIA, a media research and consulting company based in Berlin that provides international television industry leaders with qualitative competitive market analysis of digital entertainment and content marketing.
On January 22nd, 2016, Sky 1 premiered its new 10-part series "Lucky Man", a superhero crime drama by legendary comic book writer Stan Lee that follows the life of a detective who can control luck. To get fans excited and create buzz prior to the debut, Sky 1 launched a promotional outdoor stunt by setting up several '#LuckyMan Vending Machines' across the UK, enabling passersby to win one out of over 900 prizes, including checks worth £1,000.
The vending machines were set up one day prior to the premiere, on January 21, at 8am at four busy train stations in Manchester, Birmingham, Glasgow and London. Sky 1's official social channels previously shared images revealing the exact locations.
#TryYourLuck with our #LuckyMan vending machines at LDN Waterloo, MAN Piccadilly, BHM New Street, or GLA Central. pic.twitter.com/iEXjqfF2oS
— Sky 1 (@sky1) January 21, 2016In order to get one of the blue "Lucky Man"-themed surprise bags, commuters simply had to take a selfie in front of the machine using the selfie props (signs featuring Sky 1's Twitter handle and dedicated hashtags). The image then had to be shared on Twitter with the hashtags #LuckyMan and #TryYourLuck. Furthermore, the tweet had to include a 'lucky keyword', which was the hashtag #Sky1[Name of the City].
Prizes to be won included candy and snacks iPads, one-year Sky TV bundles and cash as well as checks worth £1.000. Images of the lucky winners were shared all across social media with the hashtags #TryYourLuck and #LuckyMan, both by Sky 1 and the winners, creating a lot of buzz for the series. The campaign was developed by marketing and communications agency tpf.
You can access the Future of TV hub here. Sign up to receive The Drum's Future of TV newsletter.