Isuzu UK, the pick-up professionals, today announced the launch of a new branded content series, The Isuzu D-Max Driving Derbies. Hosted exclusively on Sky Sports, the multiplatform content series utilises Sky AdVance technology to re-target ads through the red button functionality, a first for Sky.
Fronted by presenters Adam Smith, from Sky Sports, and Joe Thomlinson, from Football Daily, the six-part series has been created to drive brand awareness amongst football fans across the summer months. Featuring fans from rival teams, the content revolves a series of head-to-head challenges, with the award-winning D-Max pick-up taking centre stage as ‘Man of The Match’ throughout.
A first for Sky Sports platform, the multiplatform campaign integrates broadcast, digital and social content from Sky Sports’ Soccer AM and Diagonal View’s Football Daily. ‘Assisting’ the campaign will be a bespoke ad, set to reach millions of men across a range of Sky Media’s channels, which will offer viewers the opportunity to interact with the brand, using the red button to view the exclusive content. Also available On Demand via the TV Guide Sky Sports section, Isuzu gives Sky customers multiple ways to discover the content.
The combined social audiences of Sky Sports and Football Daily will enable Isuzu to engage over 7.5 million people across Facebook and YouTube. Connecting TV and digital elements of the campaign, Sky AdVance technology will identify and re-target users who have seen the TV ad with click-through display ads, taking users to a branded Isuzu content hub on the Sky Sports website.
George Wallis, Marketing Manager at Isuzu UK, said, “We’re really looking forward to interacting with a whole new set of sports fans through this exclusive new content. The Award-Winning D-Max pick-up is already a household name, with our previous sporting sponsorships, and we’re proud of the new set of content we’ve created together with Soccer AM and Football Daily. With such clear audience synergies between Isuzu and Sky Sports we’re confident we can engage and entertain this new audience of football enthusiasts, because like the Isuzu D-Max – It Just Works.”
Having already seen positive results from sponsoring the Welsh Rugby Union, Isuzu wanted to deepen its connection with sports fans. Sky Sports was perfectly positioned to deliver this, especially considering the shared audience between Sky Sports’ viewers and Isuzu’s target audience. The campaign was brokered by Mediacom (Birmingham). It starts from 31st May until 31st August and will run throughout the much-anticipated English and Scottish football leagues.