Channel 4 and PlayStation team up for GoggleBox #Uncharted4Live takeover

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.

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