Sky has launched a disruptive omnichannel campaign to promote its latest original series ‘The Midwich Cuckoos’.
The innovative marketing strategy will be centred around so-called ‘hijack’ executions across out-of-home, cinema, TV, radio and social media channels.
The campaign will have a strong focus on experiental and is set to include an immersive activation at Westfield London featuring real-life actors. The activation will be accompanied by an out-of-home campaign across TfL’s transport network, which will include the takeover of double-decker buses.
Disruptive trailers will also be rolled-out in cinemas nationwide, featuring as ads-within-ads in the hopes of catching film-going audiences off-guard and generating wider interest and intrigue, while digital out-of-home content will disrupt existing Sky Mobile ads.
A tie-in audio campaign is set to involve ‘3D’ ads across Spotify and Sky audio channels.
READ MORE: O2 Arena poaches former Sky marketing director
Sky’s in-house creative team was responsible the campaign curation, in collaboration with WPP’s MediaCom.
This is set to the latest in a string of innovative, real life marketing activations run by the network, which created a real-life ghostly hologram to promote its previous original series, ‘The Rising’.
“This has been such an exciting campaign to work on for the Entertainment Marketing team,” Sky head of entertainment marketing, Lucy Johnstone said.
“It was a fantastic opportunity to work collaboratively with our partners to create a standout campaign that faithfully reflects the disruptive nature of the cuckoos in the show.
She added: “It was a lot of fun throughout and I’m proud of the brilliant team effort that went into the campaign.”
Click here to sign up to Marketing Beat’s free daily email newsletter
