Client: Channel 4
Project: Alien Promotion
Channel 4 partnered with never.no to run an interactive ad break takeover for 20th Century Fox’s new Alien Covenant movie during Gogglebox.
During the Friday night reality show, viewers were shown a teaser clip from Alien Covenant and asked to share their reactions using the hashtag #c4aliencovenant.
Viewers began Tweeting their reactions immediately after seeing the movie's trailer. While most people were terrified, they expressed their excitement about the movie. The immense social activity around the promotion lead to the campaign’s hashtag trending on Twitter that evening.
never.no’s social moderation platform STORY was used to gather the incoming social content in realtime. Moderators then chose a selection of Tweets to feature in the next socially-enhanced ad break.
Fans were eager to watch the next break to see if they’d been featured. Those who did make the cut were quick to share their delight of having their few seconds of TV fame.
Not only did the social promotion generate great awareness and discussion around the movie, it retained and engaged viewers as they were inclined to see the next ad.
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