Jump to Main ContentJump to Primary Navigation

Sky uses online magazine channel to promote The Walking Dead

Digital Spy campaign for The Walking Dead resonates for Sky, achieving 41% over-delivery on KPIs

Sky The Walking Dead

BACKGROUND

Building on their long standing partnership with Hearst brand Digital Spy, Sky was looking to drive sales of the new Sky Box Sets with a focus on The Walking Dead, seasons 1-6.

    The Walking Dead Sky

    IDEA

    The campaign utilised strong imagery from the show to engage Digital Spy’s audience. Integrating both the show’s previous season favourite moments, characters and scenes plus a teaser of what’s to come, a bespoke digital solution was created to generate conversation and hype around the show.

    EXECUTION

    The campaign was kick-started with a bold and high impact digital takeover, and complemented with native and dynamic formats including a Hero/Marquee.

    RESULTS

    • The magazine media campaign resonated with the loyal audience base achieving 41% over delivery on KPIs 
    • The Hero championed and delivered the highest CTR of 0.24% 
    • Dwell times of the native content averaged at 2m 23s
    • Total social shares reached 6.3k with the co-branded article being the 4th most shared article in February
    • The shorthand format reached 33.2k users and co-branded article reached 23k users