Launched yesterday and running throughout the entire Christmas and New Year period until 8th January, Future, for the first time, have merged their Entertainment and Technology editorial teams to create XmasRadar, that will involve T3, TechRadar, Gizmodo, Lifehacker and Gamesradar+, with the latter focusing specifically on the Movie and TV channels.
XmasRadar, is the ultimate guide to Christmas, says Future. From gift buying guides and last minute shopping tips, to advice on how to make the most of the festive period and what to watch on the telly, Future will connect LG with the early adopters and ABC1 audience of their brands through engaging content that includes a branded destination called XmasRadar - The Ultimate Guide to Christmas, 25 supported editorial articles and three advertorials.
There will also be co-branded, homepage takeovers driving traffic along with activity driven through Future’s data management platform, targeting users in the market to buy a TV and Christmas gifts. Users who then view the XmasRadar content will be retargeted promoting them to re-engage.
Natalie Rea, Future Fusion Head of Strategy Insight and Development, says, “This campaign has given our content teams the opportunity to use their expertise to help LG engage with an audience seeking advice, guides and round-up-style content. Out best-in-class editorial teams across these market leading brands, combined with TechRadar’s position in the purchase cycle of technology commerce, puts us in a unique position to target a diverse but hugely engaged audience.”
Anna Beynon, of Arena Media, says, “Future have been able to offer us a unique opportunity to target the key audience for our OLED range. This is the cutting edge of TVs, and through this partnership, we are able to reach and interact with a hugely diverse audience that will want to engage with LG.”
