NOW TV Back in Your Box Challenge Solution Results NOW TV allows viewers to watch Sky Movies, Sky Sports and Sky entertainment TV programmes without a Sky subscription, either by paying for the month (movies and entertainment) or for day passes (sports). The challenge was to engage a young family audience over the summer holiday period, driving consideration of NOW TV’s Movies content. Solution The cinema environment allowed us to reach a family audience with an interest in films, and the flexibility of using a digital platform allowed us to run a weekend takeover strategy to maximise audience delivery. An interactive digital game featured movie characters found on NOW TV emerging from boxes a similar shape to the NOW TV Box. The game ran in the ten most popular cinemas across the country over four consecutive weekends during the school summer holidays, supported by traditional six-sheets in 304 cinemas. Results The interaction levels were staggering – delivering 16,597 plays in just 8 days. 92% of players completed the game – indicating high engagement levels. Cinema exit interviews revealed that the participation-led element of the campaign created an emotional connection with players. 79% described the game as “fun” to play, with 1 in 5 recommending Now TV to family & friends as a consequence of playing.