Brothers and Sisters and Group Creative Director of BSkyB Barry Skolnick launch Sky Sports’ F1 season with a Twitter world first and two adrenaline fuelled TV ads.
To celebrate the start of season Sky Sports F1 is launching the world’s first ever Twitter Grand Prix. Using latest technology, fans race against the clock on Twitter, answering questions in real time to win amazing prizes. During the week before a race, the @SkySportsF1 Twitter account will announce an exclusive hashtag. Fans retweeting the hashtag will be entered into the virtual Grand Prix, receiving the first of five questions which they have to answer against the clock to earn points to get onto the driver leader board. Each week, the winners will win exclusive prizes with the overall championship winner at the end of the season, winning a money-can't-buy prize to the Australian Grand Prix in Melbourne. The new Twitter technology has been enabled by Visual Voice (see boilerplate) and goes live this week.
“F1 fans really know their sport. And they love talking about the details. What better way to create loads of noise around the start of the first Grand Prix, than by getting them competing in the world's first Twitter Grand Prix?” Andy Fowler, ECD Brothers and Sisters
The first TV ad focuses on the fact that Sky covers every one of the 19 live races, plus practices and qualifying, unlike its nearest competitor which covers just 10. The second ad focuses on the way fans can watch the races, through Sky Go and Race Control. The ads were filmed at Grand Prixs throughout 2012. The ads will be shown across Sky channels and terrestrial TV (2x40”), print, OOH and digital, they were created and produced by Group Creative Director of BSkyB Barry Skolnick and Brothers and Sisters. The campaign goes live today.
“Ultimately Sky F1 offers a better quality experience and gets fans closer to the action. If they want to peek behind the scene and experience all the build up, the expectations, the last minute adjustments and the main event itself, there is only one channel.” Barry Skolnick, Group Creative Director of BSkyB.
Project name: F1 - More than just a race
Client: BSkyB, Lucian Smithers, Director of Content Products at BSkyB
Creative agency: Brothers and Sisters
Creative Director: Group Creative Director of BSkyB Barry Skolnick & Brothers and Sisters
Copywriter: Brothers and Sisters
Art director: Brothers and Sisters
Media agency: Mediacom
Media planner: Mediacom
Media spend: £3.2m
Production company: Brothers and Sisters
Editor: Neon / Assembly Rooms
Post-production: Brothers and Sisters / Neon / Assembly Rooms
Soundtrack composer: Nick Rapaccioli
Audio post-production: Wave
Exposure: satellite channels, terrestrial, radio, outdoor, press, digital