RED DWARF LANDS by Red Bee Media for DAVE

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RED DWARF LANDS

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market United Kingdom
Agency Red Bee Media
Creative Director Katrina Howell
Designer Nicola Mascarenhas
Producer Ken Rodrigues
Released March 2009

Credits & Description

Category: Best Use of other Digital Media in a Promotional Campaign
Advertiser: DAVE, PART OF UKTV
Product/Service: TV SHOW
Agency: RED BEE MEDIA
Date of First Appearance: Mar 23 2009 12:00AM
Entrant Company: RED BEE MEDIA, London, UNITED KINGDOM
Entry URL: http://94.136.38.39:81/dev/campaign2009/reddwarf/interactivecampaigns/
Creative Director: Katrina Howell (Red Bee Media)
Design Director: Paul Fennell (Red Bee Media)
Technical Director: Bharat Trivedi (Red Bee Media)
Senior Producer: Anke Stentiford (Red Bee Media)
Designer: Nicola Mascarenhas (Red Bee Media)
Account Director: Victoria Finlay (Red Bee Media)
Producer: Ken Rodrigues (Red Bee Media)
Senior Developer: Giles Wright (Red Bee Media)
Developer: Richard Najdowski (Red Bee Media)
Director (Viral Film): Marcus Jones (Red Bee Media)
Media placement: TV Teaser with URL - 3 Spots - UKTV, Dave Media - 17/03/09
Media placement: Online Teaser With URL - UKTV/Dave Website - UKTV, Dave, online - 17/03/09
Media placement: Seeding The URL Online (not Paid For) - UKTV PR Team (Key Social Media Sites/forums, Facebook, Yahoo, Total Red Dwarf, - 23rd March 2009
Media placement: Email Campaign To Fan Forum Database (58,000) - Red Dwarf - 23rd March 2009
Media placement: PR Strategy To Promote ARG - UKTV PR Team - 17th March 2009
Media placement: Campaign URL: http://www.listerscominghome.co.uk - UKTV, Dave - 23rd March 20

Describe the objective of the promotion.
We needed to create momentum and anticipation around a cult TV show’s return, focus the enthusiasm of existing Red Dwarf fans towards Dave, and ultimately attract viewers to watch the new Red Dwarf: Back to Earth series. Our campaign was aimed at 16–34 year old Red Dwarf fans who aren’t Dave viewers. Fans of cult series had been waiting patiently for the next installment of Red Dwarf for ten long years! Fans’ devotion led us to the crucial insight: a campaign built on delayed gratification and a very gradual reveal could harness their anticipation and heighten it to fever pitch.

Describe how the promotion developed from concept to implementation
We created a complex trail of Alternate Reality Game (ARG) activity intriguing fans online, on-air and in the real world with a very gradual, detailed reveal. Subliminal messages on Dave TV channel and its website alerted viewers that something special was coming. Players listened to characters’ communications over highjacked websites, including ‘holomessages’ from Kryten. Players worked their way across internet, solving puzzles and absorbing detail. The online activity culminated in the revelation of a top-secret location where devoted fans could meet the cast and crew at exclusive Red Dwarf: Back to Earth screening in London.

Describe the success of the promotion with both client and consumer including some quantifiable results
Our Red Dwarf: Back to Earth campaign was a massive success, and was raved about by its fans – our target audience: “I’m so excited now, I’m speechless!” (Blisschick) “Love Dave now, I only watched for Who’s Line and Top Gear Counting down xD.” (wrayboy391) • 930,000 page views • 9,187 registered users • 90% stayed the duration of the campaign • 2.7 million viewers – 530% increase in viewing figures for that time slot • Biggest audience in Dave’s history • Largest viewing figures for a UK non-terrestrial commission EVER! Also beating terrestrial channels Channel 5 and BBC Two

Explain why the method of promotion was most relevant to the product or service
By premiering the new series of the hugely popular Red Dwarf, UKTV had a great business opportunity. We knew the smartest way to reach Red Dwarf fans was online: the series had several active forums, over 500 Facebook fan groups. There was a back story which enabled us to create an Alternate Reality Game (ARG) to intrigue fans online, on-air and in the real world. Their enthusiasm enabled us to create an immersive entertaining experience that they could be part of and collaboratively take part in. Thus advocating and spreading the word to others.