"Calciomercato-L'originale", special edition at NOW pop-up store in Milan, Italy
Friday, Sept. 12, at 6 p.m., the NOW pop-up store in Milan’s Piazza Gae Aulenti will come alive with the protagonists of “Calciomercato-L’originale” the Sky Sport program hosted by Alessandro Bonan with the participation of Gianluca Di Marzio and Fayna. The’initiative is part of a larger event that aims to enhance the NOW streaming service, with events that will bring the temporary store to life from Sept. 12 to 14.
“The initiative – Sky’s contact persons explain – aims to tell the identity of NOW through a concept that combines tangible and intangible elements, transforming the brand into a multisensory experience that makes the variety of content a true path of discovery. To bring audiences closer together in a fun way, the first ‘content-flavored’ candies were born, recalling NOW’s most iconic programs. Recipes designed to create totally new flavors such as ‘stadium grass’ for soccer, ‘asphalt’ for motorsports, up to ‘zombies’ and ‘90s’ for great TV series”.
The pop-up store will take the form of a large candy machine, in which visitors will be able to “taste” the content available on NOW: the whole thing is part of an’initiative from the sensory neuromarketing approach that leverages all five senses to create a more immediate and lasting connection with the various content and the brand.
To serve as a catalyst for presenting sports content will be the protagonists of “Calciomercato-L’originale” but the three-day event in Piazza Gae Aulenti will also feature other faces of Sky involved in global programming, aiming not only at the TV audience but also at Gen Z, which is accustomed to streaming and increasingly direct and multimedia content.
