Sky has partnered with Acast to bring its new Sky Glass streaming TV to podcast listeners.
As part of Sky’s “Made of Magic” campaign, its podcast sponsorship includes some of the most well-known voices in UK podcasting, and uses sequential storytelling to explore Sky Glass’s most innovative features.
First up, listeners will hear pre-roll sponsorship reads from the hosts of Football Ramble, Katherine Ryan’s Telling Everybody Everything, and Shagged Married Annoyed, who each talk about their favourite Sky Glass features — before teasing listeners to stay tuned for more magic from Sky later on.
Then, in the mid-roll spot, much-loved broadcaster — and host of Happy Place — Fearne Cotton will make a special appearance, bringing the magic of Sky Glass to life through a sound-designed sponsor read featuring immersive, binaural 3D audio. Fearne finishes the read with the campaign tagline, “Sky Glass. Made of Magic”.
The sequential nature of the two sponsorship spots — dynamically inserted across the curated selection of shows from the Acast Creator Network — delivers a unique listening experience to millions of podcast fans across the UK.
Sky Glass is the new streaming TV from Sky, and the only TV with Sky inside. Key features include a cutting-edge design available in five colours and three sizes, 360° Dolby Atmos® sound with powerful built-in speakers and subwoofer, and instant voice command. It’s also the world’s first TV to be certified as a CarbonNeutral® product.
By working with Acast’s in-house creative team, Acast Creative, Sky has developed a campaign where each podcast host focuses on their favourite aspect of Sky Glass — bringing a personal touch and context to the sponsorship read.
Katherine Ryan describes the style statement she can make thanks to the choice of colours, Football Ramble wax lyrical about the impressive sound, and Chris and Rosie Ramsey from Shagged, Married, Annoyed explain how voice control means there’s no more beef about who lost the remote.
Emma Morrisroe, Key Account Director from Acast said: “Sky’s campaign embraces so much of what podcast advertising has to offer, with some of the UK’s favourite creators talking authentically about the things they love most about Sky Glass. It’s storytelling at its best, using Acast’s ad tech and ambitious sound design to deliver a magical experience right into the ears of millions of engaged listeners.”
The campaign went live in November, and will have bursts through to the end of December.
