On this Sunday, an exclusive trailer for the upcoming Ridley Scott movie, “Prometheus” will air on Channel 4 in the UK. Viewers will be prompted to share their thoughts with the hashtag #areyouseeingthis. Then in the next commercial break, a follow-up ad will air featuring selected tweets using the hastag — the first time we’ve heard of live or nearly-live tweets in a commercial.
“This activity fits perfectly with our strategy in terms of amplifying the anticipation and conversation that has already started,” explains Eray Galip, creative solutions manager with 20th Century Fox.
The movie’s campaign also has a unique tie-in with the second-screen app Zeebox. Viewers who tweet about Sunday’s movie trailer from within the Zeebox app — adding the #Zeebox hashtag — could win tickets to the movie and an exclusive pre-premiere screening. As the campaign continues throughout May, the Zeebox app will recognize when a Prometheus spot is airing and offer Zeebox users more chances to win prizes.
Zeebox is calling it the first-ever synchronised second-screen ad campaign in the UK. “This represents the first use of Zeebox as a platform for advertisers, and showcases zeebox’s real-time ad recognition technology that enables a promotion to run on the second-screen in synch with a TV commercial,” said Simon Miller, head of product at Zeebox. Added Caroline Clancy with media agency Vizeum, “By synchronizing 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.”