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Channel 4 - Crufts Dog Show

Posted by on Mar 20, 2017 3:58:39 PM
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Client: Channel 4
Project: Crufts Dog Show

Channel 4 engaged viewers of Crufts, the world’s premier dog show, by using’s Social TV platform STORY as a way to let the audience share content on air.

Hosts interacted with viewers throughout the 4-day event by encouraging them to send in questions, get involved with fun segments and share photos to be used in the broadcast. STORY was used as part of the production to collect real time content from multiple social networking sources and, with its sophisticated moderation tools, help the production team manage the content before being published on air.

The #dogalike segment featured hilarious viewer-submitted pictures of their dogs resembling famous figures.



Viewers could also have one-to-one conversations with the show’s resident veterinary professional by sending in their health questions. The questions were sent seamlessly to STORY’s presenter prompter on an ipad and read out on air during the interview.

Channel 4 even asked viewers to help name an adorable German Shephard police pup by Tweeting with #NameThePup. An overwhelming number of people suggested to name the pup a female version of the show’s co-presenter, Alan Carr.

From our experience, subjects that people have emotional attachments with generate a much higher proportion of engagements. Pet-related call to actions are very much at the top of the engagement list. Dog owners love sharing photos of their furry friends and usually have plenty of content on hand to share – making the process quick and easy for the viewer. Just take a look at the WKC dog selfie social sweepstakes with USA Network and social promos for RHOBH.

As we expected, there was lots of social chatter surrounding Crufts, with the hashtag trending on Twitter during the event.