Sky Media WickesStarting11 Campaign

Producing dynamic advertising for #WickesStarting11 campaign

The Project

To  celebrate Father’s Day and the return of Premier League football,  Wickes created a dynamic socially-driven advertising campaign broadcast on Sky Sports. Never.no and Sky Media teamed up to manage, aggregate,  and moderate Twitter interaction from football fans looking to nominate  their fathers for Wickes’ #WickesStarting11 campaign. Under strict  compliancy rules, Bee-On and Never.no’s moderation team randomly picked  the lucky fathers to be included in one of three special half time ads.


The Challenge

Wickes  have a strong affiliation and heritage in football with high profile  sponsorships over the years, so they were looking to create content that  resonated and engaged with fans. The #WickesStarting11 campaign was a  chance to interact with viewers during a time of social distancing, to  celebrate football and connect families virtually on a special day where  families would normally spend quality time together.It was  important that all processes, particularly with audience engagement,  were compliant and met strict advertising regulations. For the live broadcast, Sky Media needed a reactive and seamless production workflow  that would access social, gather and moderate votes, integrate visuals  and publish results, in realtime and remotely produced.


How we did it

During  pre-production planning Never.no and Sky Media worked with Wickes to  create and finalise the campaign mechanics and creative treatment to  ensure a clear process in the delivery of the content. Clarity  Application specialists, BGandC and the Sky playout team set up a  seamless workflow to enable Diagonal View (Sky Media’s in-house creative  team) to create, build and supply all creative assets, while Bee-On was  integrated via the cloud to ingest, moderate and integrate the chosen  submissions. With all parties set up to work live and deliver assets to  playout, the team created a new project on Bee-On to ingest the content  from Twitter and start moderating interaction which featured  #WickesStarting11 and the @Wickes tag.


With calls-to-action creating a buzz across Twitter, the moderation team used  Bee-On to ingest Tweets that included names of the nominated fathers  hoping to be included in the the first 11. Each entry was carefully  moderated, removing retweets and unsuitable content – including bad  language, duplicate votes and bots – then collating valid posts and  randomly picking 11 names. Once finalised, the results were published  via a data feed to Sky’s playout and composed into the resulting ad content.


The Results

Three  live dynamic and socially driven ads were broadcast on Sky Sports  during a bumper day of football. With over 2,000 entries in just a six  hour window, sports fans and particularly fathers were treated to a  public display of affection for Wickes’ campaign. Never.no and the team  remotely collaborated with Sky Media, BGandC, and Diagonal View to  select live nominations and produce visually captivating content just  minutes prior to broadcast.


Conversation and interaction with Wickes’ Twitter profile was trending with  #WickesStarting11 within the top five hashtags during the day. Following  calls to action on radio, TV and Social in the build up to the big day  of sport, the campaign gave viewers a sense of connection with the brand  and their fathers. The lucky winners from across the country, including  Sheffield, Wirral and Preston saw their names on the big screens at  home – the perfect present for any football loving Dad.

The Project

To  celebrate Father’s Day and the return of Premier League football,  Wickes created a dynamic socially-driven advertising campaign broadcast on Sky Sports. Never.no and Sky Media teamed up to manage, aggregate,  and moderate Twitter interaction from football fans looking to nominate  their fathers for Wickes’ #WickesStarting11 campaign. Under strict  compliancy rules, Bee-On and Never.no’s moderation team randomly picked  the lucky fathers to be included in one of three special half time ads.


The Challenge

Wickes  have a strong affiliation and heritage in football with high profile  sponsorships over the years, so they were looking to create content that  resonated and engaged with fans. The #WickesStarting11 campaign was a  chance to interact with viewers during a time of social distancing, to  celebrate football and connect families virtually on a special day where  families would normally spend quality time together.It was  important that all processes, particularly with audience engagement,  were compliant and met strict advertising regulations. For the live broadcast, Sky Media needed a reactive and seamless production workflow  that would access social, gather and moderate votes, integrate visuals  and publish results, in realtime and remotely produced.


How we did it

During  pre-production planning Never.no and Sky Media worked with Wickes to  create and finalise the campaign mechanics and creative treatment to  ensure a clear process in the delivery of the content. Clarity  Application specialists, BGandC and the Sky playout team set up a  seamless workflow to enable Diagonal View (Sky Media’s in-house creative  team) to create, build and supply all creative assets, while Bee-On was  integrated via the cloud to ingest, moderate and integrate the chosen  submissions. With all parties set up to work live and deliver assets to  playout, the team created a new project on Bee-On to ingest the content  from Twitter and start moderating interaction which featured  #WickesStarting11 and the @Wickes tag.


With calls-to-action creating a buzz across Twitter, the moderation team used  Bee-On to ingest Tweets that included names of the nominated fathers  hoping to be included in the the first 11. Each entry was carefully  moderated, removing retweets and unsuitable content – including bad  language, duplicate votes and bots – then collating valid posts and  randomly picking 11 names. Once finalised, the results were published  via a data feed to Sky’s playout and composed into the resulting ad content.


The Results

Three  live dynamic and socially driven ads were broadcast on Sky Sports  during a bumper day of football. With over 2,000 entries in just a six  hour window, sports fans and particularly fathers were treated to a  public display of affection for Wickes’ campaign. Never.no and the team  remotely collaborated with Sky Media, BGandC, and Diagonal View to  select live nominations and produce visually captivating content just  minutes prior to broadcast.


Conversation and interaction with Wickes’ Twitter profile was trending with  #WickesStarting11 within the top five hashtags during the day. Following  calls to action on radio, TV and Social in the build up to the big day  of sport, the campaign gave viewers a sense of connection with the brand  and their fathers. The lucky winners from across the country, including  Sheffield, Wirral and Preston saw their names on the big screens at  home – the perfect present for any football loving Dad.

#WickesStarting11 Campaign

Producing dynamic advertising for #WickesStarting11 campaign