Driving Audience Interaction Through Interactive Aviation Narrative for Sky News
sky-news-f-35-lightening-ii
Project deadline
4 weeks
Role
Art Direction/ User Experience/ User Interface
Sky News published a series of detailed articles about the F-35 Lightning II breaking down costs, capabilities, controversies and performance. But premium mobile users needed more than words to truly grasp the scale, mechanics and significance of this advanced stealth fighter jet. The goal was to educate and engage readers, transforming passive consumption into active exploration, all with a fast turnaround.
Our Approach
Faced with a tight deadline and rich editorial material, we developed a launch strategy that activated the story across multiple channels:
Web promotion: Teaser banners were placed across the Sky News site to drive premium traffic.
Broadcast integration: The iPad experience was showcased on TV by presenters, inviting viewers to explore further.
Interactive iPad experience: Users could play with the aircraft, explore components, learn specifications, and tilt the device to see interior structures using the tablet’s sensors.
Solution
On a tight three days deadline, our team gathered information about our current content, assets and which channels of communication they have been deployed.
Gathering information
We developed the strategy below for launch:
On the website we created a series of banners promoting the article with teasers for the premium mobile experience on iPad;
On TV readers watched and discovered more from a budget point of view, performance, on-location footage, etc. The app was also played by the presenters inviting readers to try it.
Gathering information
We developed the strategy below for launch: 1. On the website we created a series of banners promoting the article with teasers for the premium mobile experience in iPad; 2. On TV readers watch and discover more from a budget point of view, performance, on location footage, etc. The app was also played by the presenters inviting readers to try it.
Click in the image to zooom
Explore our solution
By simply playing, readers could learn deeper about its weapons bay, wings material and even look inside the engine by tilting the iPad sideways.
Length | 51.4 ft. |
