Sky Sports expands football campaign with creators
The campaign uses Ocean Outdoor and Creator by Infinitum’s Ocean Creator offering to connect digital out-of-home advertising with social content.
Sky Sports is extending its campaign around this season’s domestic football coverage by combining a 3D DeepScreen installation at Piccadilly Lights with content from football-focused creators. The approach is designed to extend the campaign’s reach beyond the physical installation and across social platforms.
Sky Sports adds creators to Piccadilly Lights campaign
The creator lineup includes YouTubers, presenters and sports entertainers Laura Kirk-Francis, Manny Brown, John Farnworth and Fuad Abdul-Aziz. They were selected for their connections with football.
The creators are producing eight pieces of original content for Instagram, TikTok and YouTube Shorts. The content includes direct-to-camera appearances and interactions with the 3D DeepScreen display at Piccadilly Lights.
Ocean Creator links OOH and social content
One execution features a giant football appearing to squeeze out of the screen and roll across Piccadilly Circus. The use of mixed reality adds an additional visual element to the footage.
The content is intended to create a ripple effect, with the physical OOH execution generating social content through creators filming on location. The campaign is expected to reach millions of viewers across the three social platforms.
Piccadilly takeover promotes 1,500 live matches
Sky Creative and Ocean Studio produced the Piccadilly Circus takeover. The installation features a robotic arm spray-painting a white football with the logos of the Premier League, EFL, SPFL and WSL.
As each competition is added, the football increases in size before bursting into Sky Sports red and blue confetti. The sequence then reveals the campaign message, 1,500 live matches. Hundreds of Sky Sports microphone covers subsequently fall from above as part of the installation.
Campaign runs across 11 UK cities
The Piccadilly Lights activity is supported by a wider OOH campaign running across Ocean screens in 11 cities.
The campaign combines the football-themed creative with the creator activity to extend Sky Sports’ promotion of its domestic football coverage across physical and social media environments.
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