Three UK united two of its leading partnerships – its front of shirt deal with Chelsea FC and its sponsorship of Channel 4’s Gogglebox – with a player-fronted ident series to promote the return of a new series of Celebrity Gogglebox.
The initiative, which combines its leading sports and media tie-ups, rolled out at the start of June with a series of short, bumper-style idents sandwiching the ad breaks around Celebrity Gogglebox which feature current Chelsea players Mason Mount and Reece James (England) and Timo Werner (Germany).
Three’s ‘Chelsea FC Gogglebox Idents’, which were created by Wonderhood Studios, show the currents stars (wearing Chelsea training kit complete with Three branding) watching Gogglebox on their mobiles while they train and relax.
Whilst the Premier League season in England has now finished (with Chelsea lifting the Champions League Trophy and finishing third in the domestic league), the initiative runs during the lead up to and throughout UEFA Euro 2020 and all three of the Chelsea players featured will be playing at the tournament.
This campaign spearheads Three UK’s two-year, multi-million-pound Gogglebox partnership: the largest TV sponsorship in the telco’s history. It also follows in the footsteps of the Chelsea FC sponsorship that began in July last year.
Aislinn O’Connor, Director of Marketing for the UK and Ireland at Three, said: “At the outset of our Gogglebox sponsorship, we promised innovative activations. The return of Celebrity Gogglebox with some former Premiership footballers in the line-up presented the perfect opportunity to unite our two major sponsorship assets in an inventive way. We’re confident this will help drive further consideration and growth of the Three brand. In the meantime, we’re very much looking forward to watching the new series of Celebrity Gogglebox – a partnership we are very proud of at Three.”
Comment:
This fun and unexpected dual tie-up initiative blends Three’s sport and entertainment sponsorships and thus continues its ongoing strategy of enhancing the brand’s appeal to multiple viewers and wider demographic groups.
This is the first time Three has brought together its two leading UK sponsorship assets and it smartly celebrates the team’s success this season, the players’ presence at the Euros and promotes the brand around one of British television’s most loved shows.
The last series of Gogglebox was the most watched to date and attracted an average of 6 million viewers per episode. Celebrity Gogglebox generates the second biggest audience volume on Channel 4 for a 9pm Friday night show since the broadcaster began keeping records: beaten only by the Friends finale back in May 2004.
Early media metrics around the initiative show that more than 26.639 million people have seen the idents at the time of going to press.
The Chelsea Googlebox work follows on from Three UK’s recent ‘Lingo Bingo’ social media game activation leveraging the last Gogglebox series. This activation led to 12,000 people participating in the game across Three’s Facebook, Twitter and Instagram. Lingo Bingo will again return for the new Celebrity Gogglebox series and continue capitalising on the trend of ‘second screening’ to engage and reward viewers with special prizes.
Lingo Bingo is back for Celeb #Gogglebox this Friday Choose 3 words on our Bingo card you think may come up, reply to this tweet with your choices & #ThreeLingoBingo. If your words come up you’ll be entered into our draw to win an epic prize T&Cs: https://t.co/20Xrxsh2Qd pic.twitter.com/xO5F4NWlkA
— Three UK (@ThreeUK) June 2, 2021
Three UK’s Chelsea FC sponsorship kicked off in July 2020 and recent activations have included partnering on the ‘It’s A Chelsea Thing’ new Nike 2021/2 season shirt launch, its December 2020 ‘Support Someone Else At Christmas’ cause campaign and August 2020’s WhatsApp based ‘Virtual Shirt Launch’.
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