Channel 4 to air bespoke Twitter response ad

Channel 4 is set to run a tailored TV spot that uses viewers' tweets in a live broadcast ad for the first time, for Ridley Scott's new film 'Prometheus'.

Prometheus: Ridley Scott's latest film arrives in June
Prometheus: Ridley Scott's latest film arrives in June

Channel 4 is airing the world premiere of the trailer of Ridley Scott's 'Prometheus' in the first break of 'Homeland' on Sunday (29 April) as part of activity devised by Vizeum.

It will be followed by showing fans Twitter responses in a bespoke ad in the next break.

The film marks a return to the sci-fi genre for the director of 'Alien' and 'Blade Runner'.

The trailer will be broadcast at around 9.10pm. Viewers will be asked to share their thoughts about the film on Twitter using the hashtag #areyouseeingthis.

A selection of tweets will be broadcast during a special 40-second spot in the next ad break.

A spokeswoman for Channel 4 said the second ad break will mark the first time viewers tweets have been shown in a live broadcast ad.

The trailer was made by 20th Century Fox's creative department. A wider marketing campaign, including TV, will kick off closer to the film’s release on 1 June 2012.

Eray Galip, creative solutions manager, Vizeum said: "'Prometheus' is the most anticipated film of the summer. This activity fits perfectly with our strategy in terms of amplifying the anticipation and conversation that has already started."

The drama series 'Homeland' stars Claire Danes as a CIA agent and Damian Lewis as a US Marine. It attracted an average audience of 2.30 million last Sunday, according to unofficial overnights.

Angus Mitchell, agency principle, Channel 4, said: "As part of our strategy to champion innovative and impactful marketing solutions, we are delighted to be partnering with 20th Century Fox.

"We think the fit between the film, director and Channel 4 is just perfect."

Follow Maisie McCabe on Twitter @MaisieMcCabe

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

PHD co-founder Jonathan Durden reflects 25 years on

PHD co-founder Jonathan Durden reflects 25 years on

Who knew that a global phenomenon could be spawned from such humble beginnings? PHD co-founder Jonathan Durden takes a trip down memory lane.

Share
Friday's lesson? We should all be more unprofessional

Friday's lesson? We should all be more unprofessional

What kind of time is 18:05 to you? Home time? Carry on working time? Bloody big glass of wine time? At Brand Republic we know it's often time to recoup, when the day's meetings are over and you can catch up on the most important developments of the day. Our 18:05 digest brings you the five things you need to know at the end of every day. Whether it's the top news stories, what's trending on social, what the wider media is saying or irreverent inspiration for your journey home - we've got it covered. And don't worry, we'll keep it short.

Share
#MediaWeek30 set for bumper issue and party on 29 April

#MediaWeek30 set for bumper issue and party on 29 April

Media Week's 30th celebrations are taking shape, offering the chance for the UK's vibrant commercial media businesses to get involved.

Share

Get news by email