Sky teams with Fitbit for short-form funded first

Sky has teamed up with connected health consumer technology outfit Fitbit to create a second series of short-form branded content video-on-demand series Fit in 5, the first time Sky has worked with a partner to create a short-form ‘funded content’ series.

The concept of Fit in 5 series is to get people fit in only five minutes per day. The series is exclusively available to Sky customers on On Demand, Sky Go and Now TV. TV presenters Lisa Snowdon and Sarah-Jane Mee will feature in the episodes, hosted by Personal Trainer Marvin Ambrosius.

The campaign will run over a series of 18 ad-funded episodes to be premiered on Sky’s On Demand platform for six weeks, beginning from today.  It will then be rolled out across Sky Sports Mix in July and will aim to eclipse the success of the first series.

The programme will run alongside the launch of Fitbit’s new slimline Alta HR fitness tracker and an accompanying TV campaign from the brand. The programme will also have Fitbit sponsorship idents attached and Fitbit Alta HR product placement.

The partnership between Fitbit and Sky was brokered by Sky Media, the advertising sales division of Sky, and Media Brands a global media and advertising agency that operates as part of Universal McCann.

Rachel Bristow, ‎Director of Partnerships at Sky Media, said: “We are delighted to be working with Fitbit to help the fitness brand engage with customers in a new and exciting way. Moreover, this partnership demonstrates our ongoing ambition to work more closely with brands to develop compelling content that truly resonates with their audience.”

Lucy Sheehan, marketing director at Fitbit said: “Fitbit is delighted to sponsor Sky’s ‘Fit in 5’ and motivate Sky viewers be more active. Much like Fitbit, Fit in 5 encourages you to get moving, stay motivated and see how small steps make a big impact. The five minute exercises are a great way to elevate your heart rate, burn more calories and see the benefits that short bursts of exercise can bring.”