Driving app downloads of Sky Kids with a family audience with the launch of the Sky Kids café

Our contagious idea

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.

How far did it travel?

  • 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

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