Nestles low calorie hot chocolate brand The Skinny Cow is to be the exclusive launch sponsor for BSkyB’s new Showbiz iPhone application.
The sponsorship marks The Skinny Cow’s first iPhone mobile activity. The drink’s branding will appear on all inventory across the Sky Showbiz application.
The campaign also includes click-through banners that allow users to sign up as fans of The Skinny Cow UK Facebook page.
The sponsorship has been planned and bought by Mindshare UK, and forms part of The Skinny Cow’s £2.5m campaign now running in press, online and on the London Underground.
The Sky Showbiz iPhone app launched this month and delivers the latest Showbiz news and pictures direct to iPhone or iPod Touch devices.
The free application includes news and views from Sky Showbiz reporters in LA and London together with coverage and pictures from events.
Sky introduced applications for Sky Plus Remote Record, Sky News, Sky Sports Cricket Score Centre and Sky Sports Football Score Centre last year. In November, Sky launched the Sky Mobile TV Application for iPhone and iPod Touch, allowing users to stream live TV directly to an enabled handset via a WiFi connection.
Sky Digital Media director Giles Ivey says: “Sky Showbiz is a popular destination for young affluent female audiences, offering advertisers the opportunity to target this key audience both on screen and online.”