CHALLENGE:
Shift the demographic of Channel Watch to a younger audience by transition a little known YouTube star on to TV and make him a household name.
INSIGHT:
Extend the experience beyond the show, using mobile and video content.
EXECUTION:
With Augmented reality still in it's infancy (2011), it was perfect piece of tech to add a little magic to advertising.
HOW DID IT WORK?
Each week UKTV ran print Ads for the upcoming show, which was used as the trigger to unlock new content for fans to share with their friends.
THE RESULTS
100,000 downloads in the first week
N.o4 in the iTunes store.
Growing Facebook followers by 500,000
AGENCY: Five by Five
Creative: Chris Townsend
Design: Nicky Standing