Sky draws up plans for branded Facebook group

by Gareth Jones, Marketing 20-Jun-07

Sky is in talks with Facebook about launching a permanent branded presence on the social-networking site created for students.

The satellite broadcaster is running its first ad campaign on the site
to gauge whether the site's 3.7m monthly unique users are willing to
interact with its brand.

If the trials are successful, Sky intends to invest in the development

of a Facebook group to promote its premium subscription services,

flagship programmes and bundled TV, broadband and telephony package.

The broadcaster plans to populate its Facebook group with exclusive
content, including regular posts from Sky bloggers at sporting fixtures,
film premieres and other celebrity events.

Sky has already experimented with the use of social networks to target
young consumers. It recently partnered with MySpace to promote the
latest series of imported US drama Lost, as well as its Artsworld
digital TV channel.

A number of UK brands have started to advertise on Facebook in recent
weeks. Virgin Media, Cosmos and National Express are all running banner
ads on the site.

Facebook is in discussions with media agencies about further brand
partnerships ahead of the launch of its first UK office this summer
(Marketing, 6 June).