Client: Channel 4
Project: Coors beer - Live poll
UK broadcaster Channel 4 wanted to do something that was the first of its kind on television; they wanted to generate a live social vote during a primetime ad break.
They collaborated with Zenith to create the ‘That’s Cold’ campaign in the form of a rap battle style championships. Three rap battlers - Doc Brown, London Hughes or Tash Demetriou - would fight it out to become the winner of a branded beer bottle, and to be crowned ‘The Coldest of All Time’.
How we did it: Using the Bee-On platform, a competition was run across three ad breaks, where viewers would be promoted to vote on social media for one of three performances using specific hashtags; Doc Brown (#DocCoat), London Hughes (#LondonCoat) or Tash Demetriou (#TashCoat).
The voting ran from July 1st to July 12th which gave viewers enough time to vote for their favourite rap battler across their social media channels.
The first ad prompted viewers to vote for their favourite, and the live results were captured across various channels. The second ad showed an update on the polling figures as they were rolling in, and the third revealed the
On Friday July 12th, the winner was revealed during an ad break of Channel 4’s Celebrity Gogglebox. The real-time data was pulled through from social media channels and display live on screen throughout the ads, and as the winner was announced.
The results revealed that Tash Demetriou (#TashCoat) was the favourite of the general public and was crowned ‘The Coldest of All Time’, and as you can see from the screenshot below, she won by an absolute landslide!