BBC's social iPlayer gets 'Next Level' marketing push

The BBC is launching a marketing campaign, created by RKCR/Y&R, to back the release of the latest iteration of the iPlayer, launched earlier this week.

The campaign kicks off tomorrow with TV spots using the strapline "The Next Level". They will be followed in two weeks time by updated TV ads and a radio and online campaign extolling the features in the new video on demand player.

Simon Lloyd, director of marketing for the BBC’s Future Media & Technology division, on his blog today, said the broadcaster had updated the original "making the unmissable, unmissable" campaign to reflect the change in consumer habits and the VoD market since the iPlayer was first launched in 2007.

He said: "At the time, the market for video on demand was in its infancy, and the challenge for us was to explain to a mainstream TV audience what BBC iPlayer was. It was a multiple award-winning campaign and played a part in establishing BBC iPlayer as the best in its class.

"But the world has changed since then. Video on demand services are everywhere and lots of people have digital video recorders. Social media went mainstream and while we have attracted a large audience to BBC iPlayer there are plenty of people who don’t use it."

Lloyd said the two stage campaign would play on the idea of the iPlayer being "a complete entertainment destination" with stage two explaining "what’s on the other side of the portal".

IPlayer has been hugely successful for the BBC and has helped establish a market and template for VoD catch-up services online, but its success has riled commercial broadcasters who have been playing catch-up themselves to deliver equally successful online TV platforms.

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