Channel 4, Carat and Kellogg's in real-time dual screen prize giveaway
Channel 4, Carat and Kellogg's Krave cereal are tapping into the growth of social TV trends by offering an innovative dual screen prize giveaway.
The activity will springboard from E4 viewers' favourite TV shows such as Made in Chelsea and Misfits and lead them into a real time, play-along competition where they can win exclusive, money-can't-buy prizes.
Negotiated by Channel 4 and Carat, the partnership will be visible on E4 from the 5th - 11th of November 2012, during the 10pm slot.
The first spot in the first ad break of each 10pm show will pose a question to viewers relating to content on air immediately following the break. The spot will also highlight the day's prize, which will be contextual to the programme.
The audience will be directed to Kellogg's Krave's Facebook page in order to enter the competition via an E4 and Krave branded app ‘The Chocovault'. The virtual vault will display the week's prizes from a week prior to the campaign and will be available for answering the daily on air questions between 10.15pm and 11.59pm each night, encouraging viewers to participate in dual screen activity. Winners will be announced on Krave's Facebook page the following day.
Channel 4 has brokered separate agreements on behalf of Kellogg's to utilise E4 talent within social media to promote the competition and drive viewers to E4 at 10pm throughout the week.
The competition will be pre-promoted in advertising spots across E4, mobile and online, including social media for a week prior to the competition commencing. Teaser spots will also run on E4 throughout the competition period.
Real-time tracking with Second Sync will monitor engagement peaks and what is driving these to allow optimisation throughout. The partnership will also be fully evaluated by Carat Insight in house tools and a bespoke Channel 4 Ipsos Mori study.
Felicity Ive, Group partnerships Manager, Channel 4 said: "Channel 4 Sales are dedicated to offering truly integrated solutions to our clients. This innovative partnership with Kellogg's Krave really taps into the dual screen nature of viewing, helping to deepen the engagement of our viewers with both E4 shows and the Krave brand."
Amanda Burningham, Director of Media Partnerships, Carat said: "This innovative partnership demonstrates how we can use technology to immediately act on people's desire to talk about TV content via social media. The multi-layered promotion Carat has created is a first of its kind, not just for Channel 4 but for any UK broadcaster."
Laura Bryant, Brand Manager, Kellogg's said: "Our brief to Carat was to make Krave the most ‘relevant' breakfast cereal for over 16s. The activity with E4 is a real first for us and we're excited to leverage the TV and social opportunity to connect with our fans in a genuinely engaging way."
Notes to Editors:
Carat is the world's largest independent media communications specialist and the market leader in digital and diversified media solutions. Owned by Aegis Group plc, Carat was established in 1968 as the world's first media agency. Since then it has grown to become more than 5,000 people in 70 countries worldwide, planning and buying media campaigns for many of the world's leading brands. Today, digital technology has created a new era of media. Carat's vision is to use media in new ways to drive business value for our clients. Carat. Redefining Media.