Channel 4 and PlayStation partner for ground-breaking live Twitter ad


Channel 4 and PlayStation® have today announced a ground-breaking new ad break take over. On Friday 6th May Channel 4 viewers will have the chance to tweet in during the ad break for a chance to win a treasure trove of PlayStation prizes, with the winner announced live on air later that night.

The first ad break during Gogglebox will display a large section of uninterrupted gameplay footage from the highly anticipated release of Uncharted 4: A Thief’s End before asking viewers to tweet the answer to a question using #Uncharted4Live. The final ad break in Gogglebox will then reveal the winners.

The bespoke ad break represents a first for Channel 4, who have worked in collaboration with Sony Computer Entertainment UK, Manning Gottlieb OMD, Naughty Dog Inc. and The Outfit to create the ad.

4Creative has also created a 10” intro that sees the iconic Channel 4 blocks transformed into jewels that slide across a pirate map, before revealing the title of the game and the hash tag #Uncharted4Live.

This campaign builds on Channel 4’s strong track record for innovations during ad breaks. Recent examples include the award-winning Years & Years ad break, which saw viewers tweet to switch between three completely different performances of the band’s new single, and an ad break broadcast entirely in French in anticipation of the launch of French drama The Returned.

Chris Braithwaite, Agency Principal, Channel 4 said: “We’re thrilled to be able to announce our first ever live Twitter competition. This innovative new ad is sure to engage both PlayStation fans and Gogglebox viewers alike and it’s been great to partner with PlayStation again ahead of the release of Uncharted 4: A Thief’s End.”

Lauren Bradley, Group Marketing Manager, Sony Computer Entertainment UK, said: “We believe Uncharted 4 is the best-looking game ever made, which is a bold statement and one we want to reinforce. The ad break takeover with Channel 4 has given us the perfect format for doing so and showing off this extraordinary game to its fullest.“

James Thompson, Business Director, Manning Gottlieb OMD adds: “We knew that launching a game as special as Uncharted 4 required a unique and disruptive moment. Working closely with PlayStation, Channel 4 and The Outfit, we created a partnership that places the cinematic content from the game at its heart, brought to life with a live interactive element to drive engagement with the game on launch weekend.”

Charlie Read, Founding Partner, The Outfit said: “We're thrilled to be working with two iconic brands to help deliver a unique live experience.”

The partnership was brokered by Nick Scott, Group Partnership Manager, Channel 4 and James Thompson, Business Director, Manning Gottlieb OMD.


Creative Credits

Content Agency - The Outfit

Lead creative – John-Paul Smith

Producer – George Arton

Post House - Smoke & Mirrors

About Sony Computer Entertainment Europe Ltd
Sony Computer Entertainment Europe (SCEE), based in London, is responsible for the distribution, marketing and sales of PlayStation®4 (PS4®) computer entertainment system, PlayStation®Vita (PS Vita) portable entertainment system, PlayStation®3 (PS3®) computer entertainment system, PSP™ (PlayStation®Portable) handheld entertainment system and PSN software and hardware in 109 territories across Europe, the Middle East, Africa and Oceania. SCEE has revolutionised home entertainment since they launched PlayStation® in 1994. PlayStation®4 redefines rich and immersive gameplay with powerful graphics and speed, intelligent personalisation and deeply integrated social capabilities. PS Vita is an ultimate portable entertainment system that offers a revolutionary combination of rich gaming and social connectivity within a real world context. PS3® is an advanced computer system, incorporating the powerful Cell Broadband Engine and RSX processors. PSP is a handheld entertainment system that allows users to enjoy 3D games with high-quality full-motion video and high-fidelity stereo audio. SCEE also delivers the PlayStation® experience to open operating systems through PlayStation®Mobile, a cross device platform. SCEE also develops, publishes, markets and distributes entertainment software for these formats, and manages the third party licensing programs for the formats in these territories.

More information about PlayStation® products can be found at PlayStation, PS4, PS3 and PSP are registered trademarks or trademarks of Sony Computer Entertainment Inc. All other trademarks are property of their respective owners.

About Manning Gottlieb OMD
Founded in 1990, Manning Gottlieb OMD is a member of Omnicom Media Group’s leading media network, OMD – the second largest UK agency group by agency billings (source: NMR). Manning Gottlieb OMD provides creative media communications ideas and solutions that have a real tangible effect on its clients’ businesses.

Manning Gottlieb OMD’s diverse range of over 60 clients include Virgin Media, Sony, TSB, Specsavers, and the John Lewis Partnership.

Manning Gottlieb OMD was Media Week’s ‘Media Agency of the Year 2013’ and achieved a media agency first in 2012 by winning the Media Grand Prix at Cannes and the Grand Prix at The IPA Effectiveness Awards in the same year.

About The Outfit
The Outfit is a creative company that specialises in entertainment-led marketing that people want to watch, share and talk about. We bring the worlds of brand building, advertising and entertainment together under one roof to create highly effective campaigns that work contextually, and blur the boundaries between programming and advertising.

We’re also experts in navigating the broadcast space and managing the multiple stakeholder relationships required to deliver successful partnerships. From live ads, to campaigns that are contextual to channels, programming or platforms, to clever use of well know talent, and harnessing of technology including integration of social media feeds into TV advertising, to creating content for branded YouTube channels – we’re at the forefront of smart production solutions for brands.

The headline prizes are:

- A Sony TV
- A Sony Soundbar
- A Limited Edition 1TB Uncharted 4 PlayStation 4 Console
- A copy of Uncharted 4: A Thief's End for PS4
- A copy of Uncharted: The Nathan Drake Collection for PS4

Whilst four runner-ups can also win:

- A 500GB PlayStation 4 console
- A copy of Uncharted 4: A Thief's End for PS4

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