Project: Not On The High Street (NOTHS)
never.no teamed up with the one of the UK’s largest commercial broadcasters ITV for a ‘Not On The High Street’ (NOTHS) Social TV advertising campaign. The social spot for the major online retailer aired during X-Factor over the Christmas period.
NOTHS engaged X-Factor viewers by asking them a question in a pre-produced ad spot. They were asked to watch the next NOTHS ad and count how many Christmas trees they saw. Viewers Tweeted their answers to @notonthehighst using the hashtag #treespotting for a chance to win a £5,000 NOTHS shopping voucher.
never.no’s Social TV platform STORY was used to aggregate the results, read all the entries, automatically check for the ‘correct answer’, reject repeat entries, compile a list of all correctly answered Tweets and then generate a random winner. The winner’s name was then delivered by never.no systems to be displayed live onair in the next ad spot.
The social nature of the campaign drove interest in the ad and engaged the viewers, creating a PR buzz.