Case SkyShowtime
Launching a streaming service in a competitive market and creating brand awareness through media communication
The starting point:
Comcast Corporation and Paramount Global launched the SkyShowtime streaming service in autumn 2022. The new service brings together content from Universal Pictures, Paramount Pictures, Nickelodeon, DreamWorks Animation, Paramount+, SHOWTIME®, Sky Studios and Peacock.
Korner began a communications partnership with SkyShowtime at the end of 2022, replacing Paramount+ in the Finnish market. Our mission was to bring Europe's newest streaming service to the attention of Finns through media communication. We focused on communicating SkyShowtime's quality series and new releases, while at the same time raising awareness of the SkyShowtime brand through earned media exposure.
Solution:
During the launch of SkyShowtime, we sent out several press releases with information about the service and upcoming content. Since then, we have regularly informed our network of key media and journalists about SkyShowtime's main premieres and monthly news. In addition to tailored media approaches and releases, providing preview and interview opportunities for the media has also been an important part of our work. We have also been involved in creating more detailed PR plans for SkyShowtime's key premieres of the year.
An important part of our successful media communication has been building a solid streaming and TV media network. This was achieved through Korner's extensive media experience and personal contacts that have helped us build strong relationships with key journalists. Thanks to our media contacts, journalists regularly ask us about SkyShowtime content and other information related to the service.
Results:
In 2023, SkyShowtime was written about more than 1000 times in the Finnish media. All major media following streaming services have written about the service on a weekly basis, including newspapers, tabloids, TV magazines and websites.
One of SkyShowtime's highlights of the year was the service's first Nordic original series Code Name: Annika, which premiered in September. Korner garnered over 150 media hits for the series, an exceptionally high number for a single TV series or film in Finland. This was achieved through numerous interview offers, press releases, previews and tailor-made media approaches.
In general, SkyShowtime has been very well received in Finland, and the brand recognition of the service has steadily increased among consumers and the media.