Tesco to rebrand all digital entertainment as Blinkbox

Tesco is to bring its WE7 and Mobcast digital entertainment platforms under the Blinkbox name as it looks to strengthen its position in the market.

Blinkbox’s first TV campaign.

The Blinkbox online movie streaming brand is the strongest in Tesco’s digital entertainment portfolio. The brand launched its first major marketing campaign earlier this month as it looks to clarify its position in a “cluttered” and fast growing category. The campaign, created by Karmarama, uses the strapline “Blinkbox to the rescue” to highlight the simplicity of tis non-subscription service.

The supermarket has also promoted Kate Simon, marketing director of its Blinkbox business, to head up marketing for its digital entertainment division Simon will now lead marketing for e-books digital music as well as movie streaming and it is thought that all platforms will be brought under the Blinkbox brand as Tesco looks to strengthen its position in the category.

Tesco bought online movie streaming service Blinkbox in 2011 to kick start its presence in the digital entrainment space.

It has since acquired stakes in music download and streaming business WE7 and e-book platform Mobcast.

It’s not known when the rebrands will happen.

Rival Sainsbury’s is also growing its offering in this area and similarly acquired e-book business Anobii earlier this year. It has also launched a digital music download service and a film streaming platform under the Sainsbury’s Entertainment brand.

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