Creative PR for Sky
amplification of programme seasons, channel launches and new products
Taylor Herring have executed a number of creative PR campaigns across Sky brand, securing widespread coverage by engaging with current news stories and trends.
We helped drive excitement and intrigue around the new arctic crime drama, Fortitude.
48 hours before the launch of the show, an 8 ft long, fully animated ‘adult male polar bear’ – which features in the opening episode - was unleashed onto the streets of London. The bear was spotted at locations across the capital, including Hampstead Heath, Charing Cross Underground and the South Bank.
The unique ultra-realistic build was created by our team of Hollywood special effects experts alongside puppeteers, who had spent three years working together as ‘Joey’ in War Horse and studied footage of real polar bears.
The stunt went viral, with 500+ pieces of fully credited coverage, including 8 x national newspapers in print and a sweep of key online sites and major international outlets. With 47 million impressions on Twitter (30 Million from the UK) the show launched with just over 700,000 viewers – the four-year-old channel’s biggest audience to date for a UK originated drama.
Fortitude averaged 722,000 viewers and a 3.5% audience share from 9pm – nearly 20 times the normal ratings for that Sky Atlantic slot.
Sky Cinema Rebrand
We engaged one of the world’s leading make up talents, Lucia Pittalis, to produce some incredible movie-star transformations to encourage talkability around the rebrand of Sky Movies to Sky Cinema.
Our artist transformed herself into four Hollywood stars– Daniel Craig, Meryl Streep, Tom Hiddleston and Harrison Ford - all of whom would be featuring in the opening season of Sky Cinema.
In total – coverage reached 475,762,913 users online with hits on high circulation outlets like the Mail Online, Metro, Mirror and The Sun.
The campaign also engaged YouTube influencer Marcus Butler, who posted on Twitter and Youtube reaching his 2.81 million followers and 4,524,156 subscribers respectively.
Overall, tweets containing target keywords and “Sky Cinema” reached over 8.5 million Twitter impressions.
To celebrate the NOW TV Combo deal, which offers the latest and best TV, broadband and calls without a contract, we took advantage of the ‘do it in the nude’ trend by announcing the first ever Naked Sun Terrace in London.
With London experiencing a heatwave it was the perfect chance for Brits to try the freedom of being ‘clothes-free’ as well as contract-free in the sun at this exclusive sun terrace.
The story garnered over 145 pieces of coverage including the Sunday Times, Evening Standard The Daily Express and Mail Online. The campaign peaked with 33 million Twitter impressions on the launch day.
We were tasked with promoting the premiere of one of the most highly anticipated TV series of 2016 - the remake of futuristic blockbuster Westworld for Sky Atlantic and Now TV.
Tying into one of the core themes of the series - mankind’s relationship with artificial intelligence and its potential dangers - we surveyed the nation to reveal if Brits’ feared the thought of robots living among us.
We brought in a Professor of AI and Robotics, who added his own expert opinion that it’s only a matter of time before robots are just a regular part of everyday life – and we must be wary of the responsibilities we allow them to control.
Alongside the national poll, we commissioned a leading body-paint artist to transform 20 models into humanoids, the human-like robots that are manufactured in Westworld, which then descended on London to demonstrate how robots may soon be living amongst us – with photography and video released to illustrate the survey results.
The activity achieved over 180 pieces of coverage including 20 national newspapers and websites, and over 170,000 combined video views.