Best Content Partnership Shortlisted
Celebrity Big Brother and Fright Night Channel 5 The screening of Fright Night In the Celebrity Big Brother house as a product-placement proposition was woven into the fabric of the show, with horror-themed tasks and viewers offered the chance to go into the house to watch the screening. The effect was a spike in the number of searches for Fright Night and a rise in awareness of the film among viewers.
Big Brother Paranormal Activity 3 world premiere Channel 5 The world premiere of Paranormal Activity 3 built on the learnings from the celebrity series. The housemates were given tasks related to the film, ensuring the deal was integrated into the programme rather than being a stand- alone proposition. Channel 5 worked with Endemol, Paramount and agency MEC for the initiative, which resulted in some of the best moments of the series.
Find My Past UKTV/Lion TV
T
he partnership between FindMy-
Past.co.uk and Yesterday won over the judges because of the natural
fit between the brand and the content. The show, ordered for Yesterday,
was developed with Find My Past. The two companies discussed objectives and then asked indies to pitch ideas suit- able for the brief – with Lion winning the commission. The programme was beneficial to
both parties, with Yesterday’s premiere beating the audience slot average by 78%. Over the course of the series, including repeats, it reached 5 million people, beating the channel’s repeats of BBC1’s established show Who Do You Think You Are?. The series followed members of the
public as they delved into their ancestry, at times finding a connection to histori- cal events such as The Battle of Britain. Presented by Chris Hollins, the show
took the participants to a location to find out how they were connected to it through their family tree, and included the clever use of archive.
16 | Broadcast Digital Awards | 22 June 2012 As UKTV’s first product-placement
deal, it was a landmark show that dem- onstrated the power of collaboration. Find My Past was involved right from the start, together with brand agency ZenithOptimedia, leading to huge pitch meetings. Despite having many part- ners’ and parties’ views to take into
‘As UKTV’s first PP deal, it was a landmark show that demonstrated the power of collaboration’
account, the series still managed to be entertaining and fit with the channel’s editorial strategy. It was an example of the power of
product placement and how it can effec- tively support both the creative idea of a programme and the needs of a brand. The level of discussion that took place between all parties involved led to a show that ticked all the right boxes for the people behind the scenes, as well as drawing in a solid audience.
www.broadcastnow.co.uk
Shakespeare Unlocked BBC To support the BBC’s series of Shakespeare documentaries and dramas, the aim was to create a digital legacy for the World Shake- speare Festival, which would serve as a resource for students studying Shakespeare’s works. A series of 37 short films were made, providing an insight into the Royal Shake- speare Company’s productions.
Style The Nation Channel 4 Channel 4 collaborated with Twofour, second- screen specialist Monterosa and agency Mother to create a unique format that incorpo- rated the broadcaster’s first product-placement deal. The show, sponsored by retailer New Look, searched for the country’s best stylists and was accompanied by an online app. The two-screen app generated more than 500,000 minutes of online engagement, an average dwell time of 10 minutes, and 70,000 users ‘tried on’ a combined 800,000 products.
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