BBC Unveils iPlayer Multimedia Campaign
The BBC has unveiled the first phase of its multimedia campaign for the iPlayer, which launches on Christmas Day.
The first phase of the campaign will feature a mix of on and off-air activity, with key BBC talent highlighting their own unmissable moments from BBC Television.
Nationwide city screens, street-live screens and large format posters will feature the campaign strapline “BBC iPlayer. Making the unmissable, unmissable” and showcase great moments from programmes available on BBC iPlayer.
Across London, digital bus sides and digital escalator panels will also encourage a audiences to catch up on programmes.
Kerry Moss, head of marketing, BBC iPlayer, explains: “With BBC iPlayer, audiences will be able to go online to watch or download around 250 different BBC programmes from the last seven days.
“The launch campaign aims to bring BBC iPlayer to a mass, mainstream audience.
“We recognise that, for a large part of our audience, the ‘net is not currently somewhere they’re used to going to watch or download TV programmes and so we have developed a campaign that highlights the ultimate benefit of BBC iPlayer – that the audience no longer has to miss out on their favourite BBC programmes.
“The challenge was to maintain a single-minded approach, whilst maximising the individual benefits of a broad variety of media.”
In the New Year further activity will roll out, including targeted press advertising, an email campaign, collaborations with media partner sites and a series of homepage takeovers.
This will be complemented by a consumer PR campaign across the full spectrum of consumer and media publications.
Advertising agency RKCR Y&R was appointed to develop the BBC iPlayer campaign.
The TV trail campaign was produced by Red Bee, whilst BBC Radio Cross Trails executed the radio trails.
Agency Republic was responsible for the online activity, and worked with Right Now Technologies and Capita to implement the email campaign.
Off-air media was planned and bought by MPG.
BBC Worldwide, ITV and Channel 4 recently announced that they are joining together to launch an on-demand service from next year, with the working title of ‘Kangaroo’ (see BBC, ITV And Channel 4 To Launch Joint On-Demand Service).
The joint venture will be owned equally by the broadcasters and will work independently as an aggregator of both joint venture partners and third party content.
A recent NewsLine column written by Alex Burmaster, European internet analyst at Nielsen Online, examined the internet television phenomenon and looked at who was winning the battle for viewers (see Is TV On-demand In Demand?).
BBC: 020 8743 8000 www.bbc.co.uk