NOW TV, BskyB’s internet TV service, is launching a unique digital campaign involving an online interactive hunt of the NOW TV Box built with the integration of Google Maps. The new digital campaign, aimed at raising awareness of the new internet television services launched last year, breaks on September 30.
The NOW TV Box Hunt game built with Google Maps and Street View integration has been created by Holler. Media is through MediaCom.
The Google Maps-based game will encourage users to visit the #NOWTVBox hunt website, where they will be presented with a location relevant to the film and sports content available on NOW TV. The gamers will then have to guess where in the world they are, by placing a pin on a world map. They will also be given clues to the location by sharing on Facebook and Twitter. Points are then awarded based on how far the pin was dropped from the actual location, with the highest scorers winning NOW TV boxes and LG TV’s.
The NOW TV Box, which has the ability to turn a TV into a smart TV, does not require a contract and works on a pay-as-you-go basis with customers able to pay monthly (movies) or 24 hours at a time with a Sky Sports Day Pass.
Ben Moore, marketing strategist at Holler said: “NOW TV is a relatively new service so we have a job to do in both educating the consumer on what the service provides, as well as how the content sets it apart from other online streaming services. We're delighted with the way this campaign enables us to do this in a way that fits the fun and innovative nature of the brand.”
Bian Salins from NOW TV adds: “"We wanted to raise awareness and showcase all of the amazing Sky content which the NOW TV Box makes accessible in a fun and innovative digital activation, which we think this campaign really helps us achieve. Digital touch points and social media in particular is a key conversation platform especially around TV and sports events, so it's important for us to make sure the NOW TV brand is consistently active across the primary platforms whilst also creating an enjoyable and worthwhile user experience."