We all remember March 30th 1997, when The Spice Girls launched Channel 5, don’t we? No? Just me? Well, anyway, it’s been a while since there’s been any sort of cross-promotional advertising on TV as good as that, but nonetheless Channel 4 and PlayStation have tried – teaming up to promote the PS4 ahead of its UK Launch.
The partnership launched on Channel 4 this past Friday, and will see a number of adverts and idents running across Channel 4’s broadcast and media platforms in the coming week.
Impressively, alongside 2-second blips and slightly longer teaser trails, ad agencies working on behalf of the TV station have teamed up with developers such as Killzone creators Guerrilla Games & Evolution Studios, makers of DriveClub, to create bespoke interstitials – those bits between programs which show the big Channel 4 logo – using the game engines themselves. These will be seen on-screen from Thursday 28th, going in to the machine’s launch weekend.
Chris Braithwaite, Agency Principal at Channel 4 said of the deal: “This is a really innovative partnership between two natural bedfellows, focusing on the visual power of both brands and asking our viewers to engage in a completely new way with advertising. We are very excited.”
Murray Pannell, Marketing Director at PlayStation said “Partnering with Channel 4 brings scale, creativity and innovation to our launch, adding another level to the ATL brand campaign and continuing to demonstrate that PS4 is for the players.”
The advertising campaign will culminate on Friday night when a number of competitions will launch to celebrate the console’s official release here in the UK. The live competition spots will run in the ad-breaks of key Channel 4 programming, continuing across the weekend, and viewers will be asked to ‘Crack the Code’ via a special website, and Twitter .
We’re told those playing along will be need to rewind from the second ad break to the first in Sunday night’s Homeland for example. Next-Gen adverts are here, and even more annoying than before.
Sunday night will also see Channel 4 broadcast the nostalgic For The Players Since 1995 short film (above), which recently appeared on the official PlayStation YouTube page.