Young people are spending more time on social networks. Our aim was to exploit this behavior and reach this audience. SkyRec uses a simple hashtag but it offers a function that is relevant to all our clients: recording TV programs. How does it work? Every day SKY TV tweets the highlights of its programming. If the user wants to watch a program that was tweeted, he just needs to retweet with the hashtag #skyrec and the program will be recorded automatically at his home. This is the first step to start integrating social networks with SKY TV in a useful way. Our intention is to create services that can improve the TV experience nowadays. In short, we gave a new meaning to SKY’s Twitter.

The challenge was to have social networks working for our brand in an original and relevant way. #SkyRec is more than just a free hashtag on the timeline, it is a service for everyone that doesn't want to miss a program. In an innovative way, we got all our costumers talking about our schedule. Each tweet represents a happy client, and all their followers are impacted automatically at the same time. Social media becomes an extension of the Sky TV decoder and an innovative way of impacting Sky clients.

The # skyrec was able to triple the number of recordings per month and increased by 20% the number of followers on Twitter. In the first month, all retweets paid off $300,000 in earned media.