Reblogged from VOD Professional, by Kauser Kanji
Social Media in Advertising: Prometheus
For the first time on British TV, a television advert incorporated live tweets. Channel 4 broadcast the new trailer of Ridley Scott’s movie, Prometheus, during the first ad break of the drama ‘Homeland’. Viewers were then invited to share their thoughts on Twitter using the hashtag #areyouseeingthis. Finally, some of those tweets were featured in a follow-up ad during the second commercial break.
So how did it do? Twitter reported that almost 25,000 tweets used the related hashtag on the night and since the stated aim, according to the movie’s media agency, Vizeum, was to amplify “the anticipation and conversation that has already started for Prometheus” the ad campaign seems to have worked.
Incidentally, Homeland got a viewing audience of 2.3 million viewers that evening - not including PVR - so we can calculate that approximately 1 in 90 of the audience engaged with Twitter. That’s pretty impressive.
As Jonathan Allan, Channel 4 Sales Director, said this week, “genuine engagement can be achieved through a powerful combination of TV and social thinking.”