The Midnight Beast

Channel 4

We were briefed by the team at 4Creative to come up with an idea for the online advertising campaign for the newly commissioned E4 sitcom, ‘The Midnight Beast’ (TMB), featuring the all-singing, all-dancing cheeky chappy internet sensations of the same name.

Aimed at driving awareness and mobilizing their already abundant army of fans, the activity was staggered across three distinct phases in some high profile media placements.

With semi-naked TMB boys appearing in our creative thanks to a photo shoot on set and a suitably un-subtle campaign hashtag “#unleashthebeast”, users were encouraged to click the ads and tweet as much as possible to ensure that the TMB boys got naked during their one-off live show on YouTube! By driving all creative to a user’s Twitter page with a pre-populated tweet containing the hashtag, we allowed TMB fans to engage with the campaign more quickly than it takes to say “I Kicked A Shark In The Face”.

Subsequent phasing of the activity included creative that housed a countdown timer coinciding with the live-event, as well as rich media formats housing the TV trailers to drive tune-in of the first airing of the show on E4.