Three X Time Out London – “Streamliner Go Binge”
To support Three’s “Go Binge” initiative, offering customers free streaming services.
What Are They Doing?
Mobile network Three have partnered with Time Out London to offer lucky competition winners the chance to watch Netflix’s acclaimed titles, including Stranger Things and Narcos, whilst cruising down the Thames. As an added surpise, actors, dressed as popular characters from these series, will be present, in character, to add to the atmosphere.
The “Streamliner Go Binge” will takeover Time Out London’s popular “Movies on the river” open-air cinema as part of Three’s “Go Binge” campaign. The system, offers free data for customers to stream TV and music through services including: Netflix, TVPlayer, Deezer and SoundCloud.
The campaign, developed through a collaboration of Mindshare UK and Time Out’s creative solutions team, will be supplemented by a 6 week, multi-platform ad campaign via Three.
Jolene Sickelmore, head of marketing communications at Three, said:
“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.”
Why Do We Like It?
Firstly, we have to mention the experience design – the installation is exceptionally well built to deliver an immersive, engaging experience for the competition winners. Furthermore, Netflix, in particular Stranger Things and Narcos, is extremely popular and on-trend, providing the perfect source material for a competition campaign.
This leads into our next point which is that Three’s use of partnerships in this campaign is commendable – exemplifying the idea that “if you’re not confident with something, bring in somebody that is”. Time Out London contributed the setting, Netflix the source material and Mindshare the creative in what is, holistically, an exceptional campaign.
Finally, the use of competition has multiple benefits, doubling-up as a data capture exercise, alongside increasing exposure of Three’s innovative new service offering amongst non-customers.
Three’s campaign promises to cause a splash (sorry), if you liked this analysis, feel free to share it with your network!