Summits Yellow

Isuzu drives awareness with Sky Sports content marketing series

Tim Maytom

Automotive brand Isuzu has teamed up with Sky Sports and Football Daily to produce a series of branded content videos aimed at driving awareness of its D-Max pick-up trucks. The videos, which will be distributed via broadcast, digital and social channels, will use Sky Media's ad technology to identify and re-target users.

Presented by Adam Smith from Sky Sports and Joe Thomlinson from Football Daily, the six-part series features fans from rival teams from both the English Football League and the Scottish Premiership League going head-to-head in driving challenges using the Isuzu D-Max.

The multiplatform campaign integrates broadcast, digital and social content from Sky Sports' Soccer AM and Diagonal View's Football Daily, with a bespoke ad targeted at millions of men across a range of Sky Media's channel. The ads include a red button activation, enabling viewers to immediately access the three-minute long episodes.

The series will also be available via On Demand in the Sky Sports section, and will be shared to Sky Sports and Football Daily's social channels, which include 5.5m Facebook followers and over 2m YouTube subscribers. Sky's AdVance technology will then be used to re-target users who have seen the ad with click-through display ads, taking consumers to a branded Isuzu content hub on the Sky Sports website.

"We're always looking to push boundaries and thing of new and exciting ways to help our clients engage their target audiences," said Rachel Bristow, director of partnerships at Sky. "In a Sky first, we're using a unique mix of both our TV and social channels to ensure Isuzu engages sports in a fun, compelling way."