“Geo-targeting” at the pitch and in the pub maximised word-of-mouth and viral uptake.We targeted groups of sports fans at the pitch and in the pub.Firstly we capitalised on the seasonal uplift in mobile traffic to football sites, ensuring that we had a dominant share-of-voice in that category. This allowed us to nudge fans into downloading the app every time they went to check the latest on their club or breaking transfer news, whilst out-and-about with their mates.Secondly we “geo-fenced” key environments, such as football stadiums, five-a-side pitches, gyms, sports grounds, and pubs where they were watching football. Upon entry to the venues, an SMS/MMS to the user’s handset was triggered, prompting them to download the app and start enjoying live sport on-the-go. These environments allowed us to reach people whilst they were with groups of mates, driving word-of-mouth, “fan-envy” and viral uptake of the service.

Three million-plus downloads, great CTRs, and lower churn.Over 3m sports fans now feed their habit with the Sky Go app, making it one of iTunes’ most downloaded of 2011. Once our audience had downloaded the app they loved it, generating 5 million streams in the first 3 weeks alone – there are now 40 million streams a month.SMS activity delivered average CTRs over 170% above the existing industry bench mark – with display CTRs delivering 133% above average throughout the campaign.

App users are getting more value from their Sky subscription which is having a positive effect on churn figures.