In challenging times, Time In is helping clients reach their audiences in innovative ways
Since Time Out made the pivot to Time In, we and our sister cities around the world have been offering partners new ways of getting their messages to Time In’s highly engaged audience.
Clients spanning appliances (Miele), telecoms and streaming (MEO, Sky) and F&B (Woodford Reserve, Schweppes, Fever-Tree) have been taking advantage of these platforms. From interactive journeys to Instagram, online magazines to live streaming, these branded content solutions show how Time In is reaching an audience hungry to experience the best of their city while staying at home.
1. Interactive digital hub
Sky: Gangs of London – Time Out London
With Time Out London’s print magazine temporarily on hold, Sky opted for an immersive digital hub. This in-depth look at a hot new TV offering includes show clips and super-engaging features. This content received over 10,000 views in its first two days.
Why it works: Readers are flocking to Time In to find quality streaming content. This immersive visual treatment takes them on a memorable journey that positions Gangs of London as a premium offering.
2. Digital magazine editions
MEO – Time Out Portugal
Telecoms company MEO partnered with Time Out Portugal on two digital magazine editions. Showcasing the special features of print in a digital-only execution, the magazines are marketed via the Lisbon and Porto sites, as well as via MEO’s own channels. Portuguese speakers can read the March 25 mag here and the April 1 mag here.
Why it works: Print offers a curated selection of Time Out’s extensive digital content presented in ways that engage readers differently for longer durations. The digital-only format is unique and cuts through inbox clutter. Highly engaged readers means a highly engaged audience for MEO.
Miele – Time Out Portugal
The Portugal teams launched a campaign in association with Miele, comprising three chapters that provide home tips on laundry, dishes and sanitising the kitchen. The tagline is: “On quarantine days, Time In and Miele help you keep your home clean and safe.” Here’s the first episode on Instagram.
Why it works: The campaign delivers information readers want in a short animated burst that stands out on their Instagram feeds.
4. Live-streamed Instagram content
Schweppes/Jamesons – Time Out Portugal
Woodford Reserve – Time Out Australia
Time Out Portugal set up live performances by DJ Kamala and live streamed them on Instagram on March 27 and April 3. Schweppes came on board to sponsor the first set and Jameson's sponsored the second.
Here in Australia, we have launched Time In Live with a series of live-streamed cocktail masterclasses on Friday afternoons timed for knock-off drinks. Brand ambassador for Woodford Reserve, Thalita Alves, demonstrated her cocktail prowess for our Instagram audience on Friday Apr 24, Friday May 1 and will do so again on Friday May 8.
Why it works: Time Out proactively brings the party to readers’ homes when they aren’t able to go out.
5. Facebook Live
Fever-Tree – Time Out USA
An ongoing campaign in the US for Fever-Tree mixers involves a range of branded content pieces including a Bar Trivia Night held on Tuesday, May 5. It was run on Facebook Live using a third party, Crowdpurr, to allow people to play along on their phones.
Why it works: Recreating social activities in the home helps forge an emotional connection to the product.
Between written, interactive and social content, Time Out has plenty of offerings to help you reach a wider audience, not only locally but also with the wider global network if that aligns with your objectives.
To find out how Time Out Australia can activate these formats to help you with your goals, contact Commercial Director, Elise Bucholtz, on 03 8415 8001 or firstname.lastname@example.org, and connect with her on LinkedIn. Alternatively, complete our client survey to help us serve you better and for the chance to win $10,000 in advertising credit.