Thursday 22 March 2018

PostScript: Tweets take to Sky in clips deal for Champions League

Eamonn Rohan
Eamonn Rohan
Absolut vodka
Fourth Annual Red Head Convention in Crosshaven Co Cork
Sarah McCabe

Sarah McCabe

FOLLOWING a football match in snippets of 140 characters or less is better than nothing when you don't have access to a TV or streaming service, but a new deal between Twitter and Sky means customers won't have to wait for updates.

Sky is now embedding clips from UEFA Champion League games, like goals and interviews, in almost real-time in tweets from its official accounts and the accounts of some of its broadcasters. The move is yet further evidence of the increasing co-dependence of Twitter and television, as broadcasters seek to gain traction among the thousands of people who tweet as they watch live TV.

Sky will, of course, pay for the pleasure – the clips will be delivered in the form of paid-for Promoted Tweets. But Sky wins too, because every clip includes an advert for its Now TV sport and movie streaming service.


ABSOLUT Vodka introduces a limited edition bottle design each year and this week it has launched its 2013 version – four million crystal bottles infused with a streak of cobalt blue glass have hit the market. Irish Distillers, the distributors of Absolut Vodka here, are investing €400,000 in a promotional campaign supporting the bottle, with a heavyweight out-of-home media presence, a targeted digital campaign and in-store promotions.

The brand is hosting an exhibition that runs until this Saturday, featuring designers across film, fashion, illustration and light projection in Mabas Art Space at Hanover Quay in Dublin. Using custom-built motion tracking software, visitors can remodel the work of the designers using nothing more than hand gestures in thin air.


IN APRIL, billboard firm JCDecaux Ireland announced that PHD had won €150,000 worth of outdoor media space for Mondelez biscuit brand Oreo. The competition, 'Fame – The Agency Edition', was aimed at clients who had not previously invested significantly in outdoor media. PHD's winning campaign, 'Dublin Twist', has now launched. A series of images have been created using Oreo's signature black and white stripes, placed at locations like the Hugh Lane Gallery.


MACE has hit the airwaves with a new three-year campaign after investing €1.5m in a wider marketing programme. 'Going the extra smile' comes on the back of consumer research by Behaviour and Attitudes which found that MACE is the standout retailer when it comes to valuing customers.

The campaign is being anchored by a TV commercial created by Dublin agency Ogilvy and directed by Richie Smyth –who is known for his work with U2 and Bon Jovi.


TOURISM Ireland has topped a European league table for its use of digital marketing. The Digital Tourism Brand Index, which measures 45 national tourism organisations in Europe, has ranked the Irish agency in the number one spot for its use of Facebook (it has more than 1.7m "likes") as well as YouTube. Its channel was the most watched of all the destinations surveyed. The report commented positively on the YouTube channel's use of humour, citing the Redhead convention organised as part of The Gathering , as well as the overall quality and quantity of the videos produced. The agency was also ranked number three for Twitter.


TWO new industry appointments were announced this week. Rachel Dalton Communications has a new account director – Sarah Freeman. Ms Freeman has 12 years of media experience and has also worked as a barrister.

Elsewhere, Eamonn Rohan has joined McCannBlue as the agency's technical director. Until recently he was head of technology at Refresh.

Irish Independent

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