Earlier this week, Sky TV launched Tiny Trailers, a Snapchat campaign comprised of 40 mini-trailers, each showcasing a piece of content coming soon on Sky.
Produced by DDB, the campaign enlists the help of emerging comedian Melanie Bracewell, whose quirky riffs on Sky’s latest content are aimed squarely at the broadcaster’s younger audience.
These Tiny Trailers, filmed on an iPhone, have a distinctly homebrew feel and run the gamut from Batman vs Superman to The Great British Bake Off, with each lasting for just a handful of seconds.
DDB chief creative officer Damon Stapleton says the idea of turning the concept of traditionally big-budget trailers on its head for a young, socially engaged audience was an instant winner.
“This campaign is fast, it’s fun, and it tells you everything you need to know in 10 seconds or less,” he said.
The new way
Sky marketing director Mike Watson says he’s thrilled with the initial response to the Tiny Trailers, and sees Snapchat as the perfect medium for the brief.
“We’ve created a new way to let our audience know what’s happening on Sky, and we’re reaching a demographic that we perhaps weren’t talking to through our other channels,” he said.
“Our Snapchat audience, while not always account holders, are active Sky viewers and influencers of household spend.”
All followers of Sky’s Snapchat Channel (SKY_NZ) will receive the Tiny Trailers, rolled out over the course of a week. The campaign is also supported through a series of Facebook posts including video, carousels and link ads.
View the standalone Snapchat videos:
Batman v Superman
Great British Bake Off
CREDITS
Sky TV
Digital Marketing Director: Felicity Christie
Online and Social Media Marketing Manager: Tenani French
Social Media Manager: Harry Barker
DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Haydn Kerr
Creatives: Liz Richards & Nick Dellabarca
Lead Business Partner: James Blair
Business Director: Katya Urlwin
Business Manager: Trinity Lawry
Digital Strategist: Aoife Murphy
Head of Digital PR: Dean Taylor
DDB Digital
Illustrator: Jim Pachal
Digital Producer: Alana Stretton
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