Monday, 30 April 2012

Prometheus, Channel 4 and Twitter live ad integration [screenshots]

During the penultimate episode of Homelands last night (in the UK), Channel 4 partnered with 20th Century Fox to show the latest epic trailer for forthcoming Ridley Scott film Prometheus and then featured related live tweets during a following ad break.

In the first break in Homelands the following (scary?) 3 minute Prometheus trailer took over the whole ad break:

This ended with a Channel 4 announcer requesting that viewers tweet about Prometheus and the Prometheus trailer using the hashtag #areyouseeingthis - with the chance for the best tweets to be featured in the next ad break:

Prometheus areyouseeingthis Channel4
Channel 4 / Prometheus Twitter ad integration call to action - screenshot
Channel 4 also highlighted this through the @C4Insider Twitter account and there were Sponsored Tweets in support of this too:

@C4Insider promotes Prometheus ad integration

The Prometheus ad in the next Channel 4 ad break highlighted some of the best tweets that had been made using the #are youseeingthis hashtag - effectively populating the TV ad with live Twitter [Earned Media] content:

Prometheus tweets Channel 4
Prometheus live tweets on Channel 4 TV ad

Prometheus tweets Channel 4
Prometheus tweets on Channel 4 ad
Interesting execution.  Definitely epic and a clear demonstration of Paid fuelling Owned and Earned - and vice versa!

Related posts

Like this post?  
Then subscribe to regular updates from this blog - 
click here to use a Reader or click here to get email updates

No comments: