Matthew Mayes FRSA

In 2011, Sky Sports’ digital audience significantly exceeded its TV subscriber base, creating an opportunity to engage a broader and more diverse sports audience beyond pay-TV customers.

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A strategic initiative was undertaken to explore how digital platforms could reward existing subscribers while attracting non-subscribers with a strong passion for sport. Over a three-month engagement, audience research, workshops, and in-house collaboration were used to define, scope, and specify a future-facing customer engagement platform.

The resulting strategy was presented to the Sky board for consideration.​

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Role and responsibilities: Research, Focus Groups, Strategy, Copywriting, Design Direction.

Redbox Digital 2011