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UKTV Dynamo: Magician Impossible Watch

Dynamo: Magician Impossible launches Facebook app with Red Bee Media

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By The Drum Team, Editorial

June 21, 2012 | 2 min read

The second series of Dynamo: Magician Impossible on Watch is set to be promoted with a Facebook app, created by Red Bee Media to increase engagement with fans and generate excitement and talkability.

Created as part of a wider integrated campaign, the app allows fans to see the magician perform a personalised magic experience.

Simon Michaelides, director of marketing at UKTV, said: “Dynamo: Magician Impossible represents the best of innovative, out of the ordinary TV. When it launched on Watch last year it was the most successful new programme launch on Pay TV in 2011, achieving record breaking ratings for the channel and attracting a huge social media following.

“To build on the success of the show one of our key challenges in launching the second series has been to continue to embody the innovative nature of the programme in our marketing activity and appeal to Dynamo’s huge fan base of social media savvy 16-34 year olds. The Dynamo Facebook app created by Red Bee Media does exactly that and breaks new ground for UKTV in utilising cutting edge facial recognition technology to help launch the campaign. The app demonstrates our continued appetite to pioneer the use of social media and technology in our marketing campaigns in unique ways.”

The app will be seen by Dynamo’s 500,000 Facebook fans, with hope of further exposure through the shares of viewers.

Ruth Shabi, group creative director at Red Bee Media, said: “This was a really exciting project for us to work on. We wanted to invite Dynamo’s Facebook fans to experience the wonder of street magic, up close and personal. So, we created an app which enabled fans to connect directly with Dynamo and see him perform a personalised magic trick. The immersive experience blurs the boundaries between magic and technology and delivers a truly personal and highly engaging experience. It’s the first time that the power of social media has been used in a close up magic trick and it’s been great to work with UKTV to create this unique viral campaign.”

UKTV Dynamo: Magician Impossible Watch

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