Real-time Twitter vote to decide what airs in Channel 4 ad break

Channel 4 is handing Twitter users control of what plays during an ad break in The Hunger Games on Saturday night as part of a six-figure partnership with Vizeum.

Devised for a campaign to promote 20th Century Fox’s ‘Dawn of the Planet of the Apes’, an exclusive preview of the film will air in the first ad break of The Hunger Games.

As the clip is introduced viewers will be told to stay tuned until the end of the break to vote for which exclusive clip from the film they’d like to see in the next ad break.

“Fox were looking for an innovative way to launch Dawn of the Planet of the Apes and by utilising the immediacy of Twitter in terms of feedback, we are letting the viewer take control and decide what they see,” said Angus Mitchell, agency principal, Channel 4.

To vote, they are being encouraged to tweet using either the #Humanstory or #Apesstory hashtags to @ApesMoviesUK before they are counted in real-time over the 15 minutes that follow.

The next ad break is set to open with a live voice over announcing the winning content and introducing the further 60 second exclusive.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.