Bringing digital and print together, Time Out London readers will have a chance to stream exclusive behind the scenes footage of the cast of new Netflix show ‘Glow’ straight from the magazine’s cover. The video-in-print cover ad is one element of Time Out’s latest creative partnership as part of Three’s pioneering ‘Go Binge’ campaign.
This experiential extension of the magazine – a UK freesheet media first – brings the Go Binge campaign to life and was developed by Time Out’s Creative Solutions team in collaboration with Mindshare UK’s partnership division. Go Binge allows Three customers to stream select TV shows and music infinitely, anytime and anywhere, by removing data charges from selected streaming services.
As part of a six-week multi-platform campaign for Three, the digital video-in-print ads are embedded in cover wraps on 500 exclusive editions of Time Out London’s 309,000 weekly magazines.
The campaign spans across all Time Out’s advertising channels including Live Events, taking over Time Out’s recently launched ‘Movies on the River’ – a boat which sails down the Thames screening films – for eight nights in July and August.
The ‘Streamliner Go Binge’ is providing 1,200 competition winners the chance to experience an immersive river party session, watching Netflix classics ‘Stranger Things’ and ‘Narcos’ whilst cruising along the Thames. Guests will also be treated to a lasting experience with themed goodie bags and actors in character on hand to entertain each evening, adding an extra dimension and giving Three a deeper engagement with Time Out’s audience.
In addition to the experiential elements, Time Out will leverage the full strengths of its high-traffic channels with bespoke content and advertorials across print, digital and social including an online content hub which will be cross-promoted to Time Out London’s 1.2 million followers on Facebook.
For those who miss out getting their hands on one of the 500 exclusive magazines with a video-in-print cover, 50,000 readers will receive a lenticular postcard featuring Go Binge’s famous “dolph-a-sloth”.
This latest campaign gives the Creative Solutions team at Time Out London another exclusive opportunity to deliver a bespoke and immersive activation following the recent Virtual Reality campaign to promote box office blockbuster, ‘Dunkirk’.
Lawrence Horne, MD Commercial EMEA at Time Out Digital, commented: “Our Creative Solutions team is constantly pushing the boundaries to create engaging campaigns for our partners and we love an opportunity to show off so many tactics across multiple channels, particularly when it involves a true media first. We were excited to receive the brief to promote Three’s ‘Go Binge’ campaign and we’ve responded with an approach that connects with our highly engaged audience on every level in hugely creative ways. Our magazine allows our advertising clients to get something engaging into the hands of Londoners and at the same time connect them with video, digital content, social media and Live Events. We’re really proud to deliver this work as part of Three’s amazingly creative ‘Go Binge’ campaign.”
Jolene Sickelmore, head of marketing communications at Three, commented: “We are always looking for different ways to engage with consumers and we love the approach Time Out has taken to support the Go Binge campaign. It’s immersive and fun from start to finish and underlines what the campaign is about by demonstrating how you can stream your favourite content wherever and whenever you wish.”
Ross Minton, Head of Partnerships at Mindshare UK, explained: “We’re excited to have brought together such an exciting and innovative partnership that truly compliments Three’s ‘Go Binge’ campaign, communicating its message to Time Out’s loyal readers across London. The campaign’s immersive video-in-print ad provides a great platform to capture the attention of London’s commuters, whilst bringing to life the Go Binge message. This creative partnership demonstrates our continued ability to pair the right brands with the most relevant channel partners.”
Lead Communications Manager: Pippa Whybourne, Three
Lead Communications Manager: Jamie Green, Three
Creative Strategist: Tamsin Carroll, Time Out Digital
Project Director: Giulia Di Cesare, Time Out Digital
Events Director, EMEA: Abigail Dakin, Time Out Digital
Director, Creative Solutions EMEA: Jack Woodcock, Time Out Digital
Head of Partnerships: Ross Minton, Mindshare UK
Account Director: Jodie Miles, Mindshare UK
Account Manager: Sacha Feldman, Mindshare UK
Account Director: Rebecca Haar, Mindshare UK