Channel 4, one of the main public-service broadcasters in the UK, has hosted the world premier of director Ridley Scott’s new sci-fi film ‘Prometheus’, integrating it with live feedback on Twitter.
The three-minute clip was shown last Sunday (April 29th) during a commercial break in the latest episode of hit new TV series Homeland, offering film footage which has not yet been seen elsewhere, including glimpses of the film’s alien creatures and the Prometheus vessel itself.
Not only did the broadcaster win the world-exclusive trailer, it also combined it with a highly innovative Twitter campaign, in which Channel 4 added viewer feedback of the trailer (using the hashtag #areyouseeingthis) to a follow-up advert screened in the second ad break.
Eray Galip, Creative Solutions Manager at distributor 20th Century Fox’s media agency Vizeum, said: “Prometheus is the most anticipated film of the summer and we are so excited to be working with Channel 4 on this release. We are delighted with this activity which kicks-off our marketing campaign, it fits perfectly with our strategy in terms of amplifying the anticipation and conversation that has already started for Prometheus.”
The innovative ad campaign has already won praise from others in the industry, with Steve Plunkett, CTO at UK media management company Red Bee Media, stating: “The advertising brains behind Prometheus have been clever with this campaign. This is the first time that viewers’ tweets have been used during a broadcast advertisement – it certainly won’t be the last. We will see a lot more innovation in this area going forward; complementary brands paying to access the audiences of high rating shows like Homeland through social media engagement rather than straight-forward brand placement.”
Ridley Scott states that ‘Prometheus’ shares “strands of DNA” with his hugely successful earlier work ‘Alien’, but is not directly connected to it. Sci-fi fans will however be pleased to note that the trailer included a highly aggressive alien and a ransacked human spacecraft.
Promethus is due for release in the US on June 8th.