UKTV embraces digital with online premiere of new Dynamo series as Pepsi Max extends sponsorship
The first episode of the news Dynamo: Magician Impossible will premiere online, as UKTV announces Pepsi Max has extended its sponsorship of the show.
Magician: The new series of Dynamo begins next month
Ahead of the new series, Watch will re-screen the Bafta-nominated second series of the show and the magician will reveal a playing card during each ad break, directing viewers to DynamoUnlock.co.uk, where they can see exclusive clips from the third series. Fans must collect four playing cards to get access to the web broadcast of the first episode, which will screen a week earlier than the TV premiere on 11 July.
The move forms part of UKTV's 'Imagine More' digital innovation campaign, set to launch on 22 June, and the Dynamo events will utilise social media to engage with viewers.
Executive director business and operations at UKTV, Julia Jordan, said: "The Dynamo Unlock campaign is unique within the British TV market and is a bold initiative for UKTV.
"It is the first time anyone has combined a second screen event during commercial breaks with social media interactivity and completed the loop by displaying that dialogue back on the TV screen in real time. It provides a great opportunity for cross-platform engagement, it incentivises Watch viewers to stay through the ad break."
Jordan added that the Pepsi Max sponsorship gave the brand a "perfect opportunity" to achieve a relationship with the show and its fans. The sponsorship deal was brokered through Channel 4 Partnerships and Thomas Hughes at OMD and Pepsi Max will gain coverage during on-air programmes, off-air marketing material and a pre-roll preceeding the web broadcasts. Pepsi packaging will carry on-pack promotions.
