Sky Cinema Dates and Diablo Vodcast

The challenge

Building on the longstanding Sky Cinema & Diablo sponsorship, Sky Cinema created ‘Sky Cinema Dates with Diablo’, a new social podcast with the aim of bringing in fresh audiences to the platform and the brand.  The resulting content was the perfect brand extension and helped bring to life the joy of cinema and a glass of wine.

The solution

As a Sky Cinema first, we created a Vodcast series, living on streaming audio and YouTube along with catchy snippets across social. Hosted by Michael Spicer, the podcast features a funny, sarcastic commentary and seamless integration of Diablo wine. We matched up a new couple for each episode to go on a first date and watch a film of one dater’s choice, followed by a discussion while the daters sip on Diablo Wine. To build upon the daringly delicious brand we included ‘Diablo’s Dare to Share’ segments, where the daters asked each other revealing and conversation sparking questions that make for excellent viewing.

Results

We exceeded predicted podcast downloads and Vodcast Views across every episode and over delivered by 49% across social activity.

In total we managed to drive 44% extra value across all the campaign formats, further extending our Sky Cinema Sponsorship and allowing us effectively tap into a new audience.

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