NOW TV
Back in Your Box
Challenge
Solution
Results
NOW TV allows viewers to watch Sky Movies, Sky
Sports and Sky entertainment TV programmes
without a Sky subscription, either by paying for
the month (movies and entertainment) or for
day passes (sports).
The cinema environment allowed us to reach a
family audience with an interest in films, and the
flexibility of using a digital platform allowed us to
run a weekend takeover strategy to maximise
audience delivery.
The interaction levels were staggering –
delivering 16,597 plays in just 8 days. 92% of
players completed the game – indicating high
engagement levels.
The challenge was to engage a young family
audience over the summer holiday period,
driving consideration of NOW TV’s Movies
content.
An interactive digital game featured movie
characters found on NOW TV emerging from boxes
a similar shape to the NOW TV Box. The game ran
in the ten most popular cinemas across the
country over four consecutive weekends during
the school summer holidays, supported by
traditional six-sheets in 304 cinemas.
Cinema exit interviews revealed that the
participation-led element of the campaign
created an emotional connection with players.
79% described the game as “fun” to play, with 1
in 5 recommending Now TV to family & friends
as a consequence of playing.