This weekend Zeebox will kick off what they say is the UK’s first synchronised ad campaign across TV, social media and the second screen. The campaign was devised by media agency Vizeum (Aegis) who have been working with Twentieth Century Fox to promote Ridley Scott’s upcoming blockbuster, Prometheus.
In February, Zeebox launched ‘click to buy’ advertising that enabled brands to sell products by clicking on Zeebox’s ‘Zeetags’ (tags that are generated within the app as products are shown on TV). However, this campaign will be different because it will incorporate Zeebox, Twitter (accessible from the Zeebox UI) and TV, in what promises to be an interesting new breed of cross-promotion.
How the Campaign Will Work
1. An exclusive trailer for Prometheus will be shown on Sunday, April 29th, during the first ad break of Homeland on Channel 4 (9.11pm).
2. Viewers will be invited to share their thoughts about the film on Twitter using the hashtag #areyouseeingthis.
3. A selection of tweets will be broadcast during a special 40-second spot in the next ad break.
4. One of the users who tweets from within Zeebox adding the hashtag #zeebox will win a pair of tickets to the UK premiere of Prometheus. Zeebox will also be tying in a little self-promotion – 50 tickets to a pre-premiere screening of Prometheus will be given to users who tweet about the trailer from within Zeebox.
5. The winners will be announced live in Zeebox before the end of the show. The remainder of the campaign will run throughout May – whenever the Prometheus trailer is aired on TV, Zeebox will automatically recognise it and offer consumers more opportunities to win Prometheus tickets.
Caroline Clancy, Digital Strategy Director at Vizeum, said: “Prometheus gives us the perfect opportunity to harness second screen innovation. By synchronising our TV spots with zeebox we are moving the campaign beyond the bounds of TV ad lengths and extending users’ experience to allow for further exploration of the campaign.”