Maximuscle Flexes New Campaign
19/02/2013
Maximuscle are the first brand to take advantage of Sky Media’s exciting new Match Day Package. Using insights from our in-depth knowledge of football fans and sky platforms, the opportunity provides advertisers an easy way to reach football fans wherever they and however they get their fix. The package spans all major platforms, including TV, pub, online and mobile. Sky’s football coverage across all media reaches two in three UK football fans every week; in fact, Sky Sports apps and Skysports.com add 20% incremental reach to live matches in home and doubles the reach of live matches viewed in pub. Plus, research shows that advertising presence across more platforms drives enhanced brand awareness, advocacy and spontaneous awareness.
Maximuscles’s Protein Project takes shape with video diaries of three men taking the sporting challenge, using Maximuscle products and charting their progress, mentored by sports stars and Maximuscle ambassadors including Jenson Button, Everton Football Club, the England Rugby team and more. Targeting upmarket 25-44 males, the campaign objective is to build awareness, raising interest in the products and change perceptions, promoting the brand to a wider range of active, sporty people, rather than being niche. The campaign will run between 16 February and 19 May each and every Saturday, reaching Sky Sports’ strong and loyal audience across a wide range of touch points.
The video diaries are shown across key Sports programming in 30” TV spots in home and in commercial venues (pubs, sports centres, gyms and golf courses) - viewers can then follow the complete diaries by going online. The stages of the diary cover an intro to the challenge, physical and performance improvements and will finally show a montage of the results.
Maximising online, a Sky Sports triple super header will be produced around key football content and the Sky Sports Football Score Centre app presence, making sure the message gets through to those on the move. In fact, the Sky Sports online and mobile elements alone can deliver over 2.5m homepage ad impressions on match day times, amplifying total audience for the campaign. To maintain overall brand awareness and consistency, Maximuscle are also running multi-format ads across Sky Sports for a three month campaign duration.
With platform penetration and growth on the increase, now representing 31m smartphone owners, 7m tablet owners, 5m iPad owners, a multi-platform deal is a great way to reach the biggest audince in an easy, efficient way.
For more information on the Saturday Match Day Package and other multi-platform opportunities, contact Sky Media at skymedia@bskyb.com
