"UKTV has announced the first major marketing campaign for its on-demand TV brand, UKTV Play, coinciding with an overhaul of the digital service's user experience. Launching this week, the integrated campaign 'Love Your Thing' will comprise of on-air advertising, national digital outdoor marketing, social and publicity executions, and a location-based initiative, being triggered by specific weather conditions, traffic and time."
"UKTV Play will also run the world's first dynamic, social TV Chatterbot recommendation engine run via an intuitive Facebook Messenger Chatterbot, due to be rolled out later this month. Chatterbot is a chatbot that makes use of Facebook's recent integration of bots to the Messenger App. The idea behind the Facebook Messenger chatbot is to create an accessible and guiding expert for viewers looking for something to watch through a personalised, curated and individual experience."
UKTV launches the 'Love Your Thing' integrated campaign and updates the UKTV Play user experience. The campaign includes on-air advertising, national digital outdoor marketing, social, publicity and a location-based initiative triggered by weather, traffic and time. Campaign creative from agency Antidote emphasizes UKTV Play's eclectic content offering. UKTV Play will deploy a Facebook Messenger Chatterbot recommendation engine that asks mood and activity questions to deliver personalised viewing suggestions. The outdoor campaign uses real-time data with £250,000 of dynamic digital assets that update based on location, environment and specific triggers, with creative updated live via OpenLoop.
Read at The Drum
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