How do you get parents to trial a new kids’ entertainment app, in an already crowded market? Our audience insight showed we need our activity to focus on three strategy principles: demos, showcasing variety and quality of content, and putting Sky at the heart of great family experiences (inside and outside the home)
By identifying that TV is a shared, precious, young family pastime, we knew we needed to create a truly memorable family experience. Identifying half term as a perfect opportunity to target parents and their children together, we created the Sky Kids Café, a TV themed café play experience, which showcased the app via a direct-to-consumer event.
Our efforts culminated in something truly unique. Three of the most-popular on-screen character worlds were brought to life to offer a fun, and recognizable experience for kids in central London. The pop-up experience was open to the public, offering children the chance to step into the captivating worlds of Ben & Holly, SpongeBob SquarePants and Scooby-Doo, as well as enjoy a menu inspired by the shows.
108 pieces of earned editorial with a reach of 72m
4m Twitter impressions from celebrity launch party
95K impressions on Instagram
68% of the total android and 52% of the total iOS app downloads attributed to launch activity