Paramount Pictures and Channel 4 have partnered to create three live ads to support the launch of the upcoming Transformers : Age of Extinction film.
The ad campaign, which will be simulcast on Channel 4 and E4 tonight (2 July), will see presenter Sarah Jane Crawford and YouTuber Joe Sugg presenting live from an exclusive screening of the film at London’s BFIIMAX.
The first 30-second live ads will be broadcast during Hollyoaks and The Big Bang Theory on Channel 4 and E4 respectively.
The presenters will then tell viewers to tune back into Channel 4 at 10pm, where they will be able to hear the audience’s immediate reactions to the film as they tweet their reviews.
The return ad later in the evening will be a two-minute, live ad break takeover at the end of One Born Every Minute on Channel 4. The duo will share highlights of the audience’s tweets live from the Imax before actor Mark Wahlberg introduces an exclusive clip of Transformers: Age of Extinction, broadcast for the first time across digital platforms and TV in the UK.
The deal was brokered on behalf of Paramount by media agency MEC.
John Fletcher, marketing director Paramount Pictures, commented: “The Transformers franchise creates huge talkability so it’s great to be able to partner with MEC and Channel 4 to showcase the public’s anticipation already building around the release of Transformers: Age of Extinction through this unique live advertising event, bringing the excitement of the screening to a wider audience.“
After the ad runs at the end of One Born Every Minute, the presenters will then invite the TV audience to watch a final wrap up of the evening’s events in 30 minutes time and share another UK first look at the film.
In May Channel 4 aired a three and a half minute, live music ad for Google play which saw Brit Award winner Sam Smith perform one of his songs live at a gig in London.