In Time

Sky Media and 20th Century Fox teamed up to promote the release of In Time on Triple Play, Blu-ray and DVD…

Actors from In Time Movie

Campaign Objectives

  • Build awareness of the film’s release on Triple Play, Blu-ray and DVD
  • Increase purchase consideration
  • Identify the film as one to watch for Sky Sports fans
  • Keep the campaign activity on-theme with the film

The Campaign

As the film’s theme was focused on time being a currency, Sky Media suggested a campaign to bring this to life in a highly engaging and relevant way for Sky Sports fans – predicting the goals scored in added time during football matches.

The concept, brokered by Emma Kozub from advertising agency Vizeum, and Joe Copeman at Sky Media, resulted in an online hub being created and hosted on Skysports.com. A multi-media promotional campaign including; on air promotional spots, online display, mobile and social media, all directed users to the hub.

Editorially, a feature highlighting 10 ‘just in time’ sporting finishes took place in the hub, plus a competition offering Sky Sports fans the chance to win a trip for two to Times Square, New York. Entrants were asked to estimate how many goals would be scored ‘just in time’ – in the 91st minute or later in added time – in the English Premier League, Championship, Leagues 1 and 2 and the SPL in the 3pm kick offs on Saturday 25 February 2012.

Meeting the Objective

The original concept struck a real chord with Sky Sports fans. The site accumulated high traffic and the competition received an impressive 6,724 entries. This raised awareness of the film’s release date and got audiences engaged with the time-focused theme of the film.

Emma Kozub, Vizeum, commented: “What works so well for Fox is when a media owner can bring to life the theme of a film in such an innovative, fun and relevant way for our target audience.”

Campaign Feedback

The collaboration was a great success and raised significant awareness for the film’s release. Additionally the creative execution offered a perfect match for film’s themes.

Joe Copeman, Sky Media added: “We have a great working relationship with Fox and pride ourselves on constantly delivering new exciting campaigns for both Theatrical & Home Ents releases. We are fortunate that we have so many quality media channels to use in these integrated solutions.”

For more information on the deal or to learn how your brand could collaborate with Sky Media, contact us here

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