Channel 4 and The Lateish Show with Mo Gilligan
The Client: Channel 4
The Project: The Lateish Show
The Challenge: Channel 4 wanted to drive engagement from the audience at home for their brand new show - The Lateish Show with Mo Gilligan. So they teamed up with Never.no to run a light-hearted competition throughout each episode of its five week run. Clear and concise, but great for making people feel involved with the shows they love.
How we did it: Celebs are often spotted in the audience of TV shows. So the aim of the campaign was to boost audience engagement by asking those watching to keep their eyes peeled for the celebrity VIP sitting amongst the crowd and, when they spotted them, snap a picture and tweet it to the host Mo Gilligan with the hashtag #TheLateishShow.
Prizes for the winners included a Ticketmaster voucher (which lets you go to multiple gigs!), theatre tickets and dinner, Crystal Maze Experience and Krispy Kreme doughnuts.
VIPs in the audience over the course of the five weeks included Krishnan Guru-Murthy, journalist and presenter on Channel 4 News, the kid’s entertainment duo Dick and Dom, Comedian Harry Enfield and Ex-Eastender Shaun Williamson.
Never.no’s Competition Management Module was the tool called on for this project. This was used to manage the incoming Twitter entries and then randomly select a winner from those that were filtered to be correct.
We have a clever little feature - Firehose/GNIP access - which allowed Channel 4 to be absolutely certain that they would receive all entries that would meet the competition compliance requirements. One of these was a setting to manage the maximum number entries, making sure that people could not enter more than once. Nobody likes an unfair competition.
The results: The aim of this campaign was to drive audience retention and engagement; to get people involved in the show and keep them coming back for more. We found that audience engagement vastly improved during airtime, people entered the competition on multiple days showing that they kept coming back for more, and they even wanted the show to continue.
We think these tweets showing people asking for a second season of The Lateish Show speak for themselves!