C4 and BP team up for Paralympic tweet campaign

BP has teamed up with Channel 4 to persuade the nation to tweet good luck messages to the energy giant's three Paralympic athlete ambassadors.

Stefanie Reid: sponsored by BP
Stefanie Reid: sponsored by BP

Richard Whitehead, Shelly Woods and Stef Reid will be competing for Great Britain in the Paralympics, which start tomorrow (29 August).

BP will run ads during the Opening Ceremony that ask viewers to tweet their good luck messages.

The tweets will then be used in bespoke ads starring the athletes, which will then be played out before and during the events they are competing in.

David Amodio, agency principle at Channel 4, said: "This is an innovative way of combining social and broadcast media.

"Great Britain is riding high on the back of a successful Olympics so we expect incredible support for our Paralympic athletes."

Mark Rose, UK brand manager for BP, said: "After such a phenomenal Olympics, we’re starting to see incredible public support on our social media platforms for the Paralympians we support.

"With the rise in audience 'dual screening' encouraging the public to tweet whilst watching Channel 4’s coverage, it’s a natural way for the public to join BP in wishing Richard, Shelly and Stef good luck."

The deal was managed by Dan Bixby, trading account manager at Channel 4.

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

Media business rankings

Media business rankings

24 October: The7stars lands Save the Children.

Share
How smart are smart systems?

How smart are smart systems?

Walking down one of Hampstead's bijou roads recently, I noticed a woman leaning out of an upstairs window explaining to a man at the door that her "smart" lock had locked her inside and asking him to try different ways to open the door.

Share
Can Facebook challenge YouTube in video arena?

Can Facebook challenge YouTube in video arena?

Facebook aims to dethrone Google with a new ad system and its own IQ research, Arif Durrani and Ed Owen report.

Share

Get news by email