Time Out London produces print issue with embedded video on the cover
Earlier this week (August 8), Time Out London readers had the chance to stream exclusive behind the scenes footage of the cast of new Netflix show ‘Glow’ straight from the magazine’s cover.
This video-in-print cover ad is one element of Time Out London’s creative partnership with UK mobile service provider Three, for their pioneering Go Binge campaign. The experiential extension of the magazine – a UK freesheet media first – brings Time Out’s Go Binge campaign to life and was developed by Time Out’s Creative Solutions team in collaboration with Mindshare UK’s partnership division.
As part of a six-week multi-platform campaign for Three, the digital video-in-print ads are embedded in cover wraps on 500 exclusive editions of Time Out London’s 309,000 weekly magazines. The campaign spans across all Time Out’s advertising channels including Live Events, taking over Time Out’s recently launched ‘Movies on the River’ – a boat which sails down the Thames screening films – for eight nights in July and August.
Ross Minton, Head of Partnerships at Mindshare UK, explained: “We’re excited to have brought together such an exciting and innovative partnership that truly compliments Three’s ‘Go Binge’ campaign, communicating its message to Time Out’s loyal readers across London. The campaign’s immersive video-in-print ad provides a great platform to capture the attention of London’s commuters, whilst bringing to life the Go Binge message. This creative partnership demonstrates our continued ability to pair the right brands with the most relevant channel partners.”