The BAFTA TV Awards celebrate everything that’s great about TV. As headline sponsor, Virgin Media was expected to put on a show that would engage TV fans and make them feel part of the event, wherever they were watching it.
HOW DO YOU SQUEEZE 2 MILLION TV FANS ONTO THE RED CARPET?
Like the current UK political situation, TV fans are demanding change – with more control and more involvement in the action. We call it Active Fandom.
Our strategy was to facilitate this, delivering content and experiences that made staying in to watch the BAFTA TV Awards as immersive as being there.
We created innovative DM packs that gave customers at home an alternative, though equally immersive and interactive, way to engage with the glamour of the BAFTA TV Awards. It was bigger than just staying in; it was Staying In-In.
We mailed 10,000 customers a Google Cardboard VR headset, so they could enjoy our intimate 360 live stream of the event using their mobiles, for a truly immersive red carpet experience.
As for the 100+ Virgin Media customers that were lucky enough to be Going Out-Out with us at the Awards…We sent them extra special DM packs containing attachable lenses for their phones, to capture every unmissable moment of the evening.
They could simply scan the pack with their phones, to check out the nominees and cast their votes. Making it super easy for them was our tactic to avoid voting apathy and ensure we had a record turn-out at the polls.
FANS HAVE A BIGGER PLATFORM AND LOUDER VOICE THAN EVER BEFORE
Our strategy was to deliver content and experiences to Virgin Media customers and prospects, that made staying in on the night of the BAFTA TV Awards feel as intimate and interactive as going to the awards themselves.
THE RESULTS
• 18.6m people reached (36% YoY increase)
• 34.4m impressions generated (38% YoY increase)
• 7.1m video views on Periscope – with over 2 million in just one hour (16% YoY increase)
• 3.8m engagements (61% YoY increase)
• 314K traffic driven (52% YoY increase)
• 11,022 votes for the Virgin Media Must See Moment on our social channels (183% YoY increase), giving us our highest poll turnout to date
• 108,085 votes overall (87.9 %YoY increase)
• 17% more views generated by our innovative RoboPap red carpet content, compared with last year
• 6.18% open rate for Google Cardboard DM compared with an industry average of 0.2%
• 109 cost-efficient sales driven from Facebook, with £91K spend
• Cost per view 71% lower than forecasted
• Improved NPS by +2.4 points
• Impressive 8% action rate on emails.
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Staying In-In for the BAFTA TV Awards
Our brief was to get people talking about, and voting on, one of the most hotly debated topics in Britain. No, not BREXIT – Virgin Media’s BAFTA TV Awards. We had to elevate Virgin Media’s sponsorship creds and drive votes for the Virgin Media Must-See Moment award.
