Trinity Mirror creates apocalypse style bespoke native ad campaign for Sky1

Sky1 has partnered with Trinity Mirror to launch a unique print and online advertising campaign for its new series ‘You, Me and The Apocalypse’ which inserts themes from the show into sections of The Mirror’s newspaper and website.

The advertising campaign was created through a partnership between Trinity Mirror Solutions’ Invention team and MediaCom and has been designed to incorporate the apocalyptic nature of You, Me and The Apocalypse’ throughout Trinity Mirror’s print and digital platforms.

For the print part of the campaign, The Mirror has been given an apocalypse style makeover with a number of tweaks designed to include aspects of the series. This includes the newspapers TV listings which have been completely wiped out from 9pm onwards which is when the show airs. The ad campaign has also been incorporated into the horoscopes section of the newspaper with predictions themed around an impending apocalypse and the cartoon strip by Andy Capp features an end of the world storyline.

A dedicated 8-page supplement included in the newspaper will introduce more details of the show such as its characters and cast and will feature an interview with one of the actors, Rob Lowe.

The online arm of the campaign features a mock eighties-style computer code error, which reboots to reveal a trailer for the show and the ‘O’ of the Mirror masthead has been replaced with a meteorite.

Mark Field, director of invention at Trinity Mirror Solutions, said the campaign has “done several things for the first time ever”. Discussing the ideas he said that “by combining native content with ad space and some cracking original design work that resonates with our audience, we’ve been able to provide a truly bespoke, disruptive solution for Sky 1”.

In addition to The Daily Mirror, the campaign will run across The Daily Record, Manchester Evening News, Liverpool Echo, Newcastle Chronicle, Bristol Post and Nottingham Post.

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