Stay ahead – join The Drum+

Fosters sponsorship idents to turn live and interactive on Channel 4

Channel 4 is set to launch a series of live, interactive sponsorship idents for Fosters tonight around comedy game show 8 out of 10 Cats Does Countdown.

The longer, bespoke idents will feature Foster’s campaign stars Brad and Dan sitting in front of a TV which shows a Fosters-styled anagram. The Channel 4 announcer will invite viewers to to give the letters “the old switcheroo” and will then point them to tweet the answer using the hashtag #goodcall when they have worked it out.

At the end of the break the broadcaster’s announcer will reveal whether viewers ‘made the good call’ by answering correctly as well as naming one lucky winner’s Twitter handle live on air.

Rom Ramsey, partnership lead for Channel 4, said: “This is a great first for Fosters and C4 harnessing the great social buzz around our programming with Fosters fuelling the conversation in the own inimitable style."

The deal was brokered by Stella Onuorah, partnerships manager for Channel 4 and Matt Waller, sponsorship and content associate director for Starcom MediaVest, whilst PPC are responsible for the creative with consultation from AdamandEve.

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy