PlayStation is the latest brand to stump up for a spot during Channel 4's Gogglebox, revealing that it will run a social campaign for new game Uncharted 4: A Thief’s End during the ad breaks tonight (6 May).
As well as revealing a large selection of uninterrupted gameplay footage from the hotly anticipated release, the videos incorporate a social game which will invite viewers to answer questions via Twitter to be in with a chance of winning prizes.
The drive was created by Channel 4's in-house creative team in collaboration with Sony Computer Entertainment UK, Manning Gottlieb OMD, Naughty Dog Inc and The Outfit.
4Creative has also produced a 10-second intro that sees the iconic Channel 4 blocks transformed into jewels that slide across a pirate map, before revealing the title of the game and the hashtag #Uncharted4Live.
Lauren Bradley, group marketing manager at Sony Computer Entertainment UK, said: “We believe Uncharted 4 is the best-looking game ever made, which is a bold statement and one we want to reinforce. The ad break takeover with Channel 4 has given us the perfect format for doing so."
Last week Channel 4 made Gogglebox viewers watch paint dry during the ad breaks for DIY brand Ronseal, prompting the spot to trend throughout the UK under the #RonsealAdbreak hashtag.