CASE STUDY: Imagine if Channel 4 and HEAT shared a front room.
Provided by Bauer Media
An innovative and noisy new platform designed to encourage deeper engagement and loyalty: a media first.
What was the Challenge / Background of the Campaign?
It is in the DNA of Bauer Media and Channel 4 to challenge the status quo and push boundaries and heat has made its name as the cheeky agent provocateur of the entertainment world. From these bedfellows we spawned Heat 4. We co-created the perfect viewing companion for a C4 fan by fusing together heat's editorial chutzpah with C4's programming pedigree.
What was the Campaign Objective?
The biggest behavioural change in television viewing over the past 5 years has been the growth of dual screen viewing. ThinkBox quotes 60% of adults going online while watching television at least 2-3 times a week and 37%'dual screening' daily. heat has been at the forefront of British popular culture for over a decade and is fuelled by TV content and regularly propels programmes and their stars to superstardom. Alongside this, twitter has been a key driver for dual screen behaviour, and has been integral to bringing back a sense of event to linear broadcasting.
What was the Solution?
The idea was to capture the experience of watching telly with your mates... except your mates included the whole fan base and the cast members themselves! We took three hero shows over Summer 2012 and created three companion Live 'Dual Screen' programmes streamed simultaneously on Heatworld.com and E4.com during the ad breaks, thus enhancing the linear broadcast and rewarding our fans with the best, bespoke, interactive experience of their favourite shows. Please see attached for further details.
What were the Results?
Significant increases in viewing figures for the show on Channel 4 when supported as part of the heat4 initiative. 23% more viewers tuned into Hollyoaks week on week, 20% more into Revenge and a whopping 37% more viewers for the Midnight Beast. The live companion show increased in popularity with each programme peaking at 7,669 views for the Midnight Beast (or 2.4% conversion of the potential on air audience!). Cumulatively 23m twitter accounts were reached with bespoke hashtags.
What were the Key Learnings of this Campaign?
To promote this initiative we deployed the full strength of our media portfolio using editorial and advertorial space on radio, print and online. Linking with Channel 4 we used continuity announcers and on screen graphics to drive people online.