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To celebrate the union of Playstation 4 and Channel 4 we created bespoke versions of Channel 4's iconic on-air marketing idents using gameplay from exclusive PS4 games Killzone Shadow Fall and DriveClub. KentLyons and 4Creative worked with the game developers (Guerilla Games & Evolution) to generate the idents from within the game-engines themselves.
In a format inspired by cheat-codes, viewers were asked to ‘Crack the Code’ via a purpose built HTML5 web app - PS4 - using their second screen devices and posting their entry to the competition on twitter.
Also, for the first time, there was a 4OD based competition, giving time shifted viewers a chance to enter, recognising the changing ways TV is consumed.
"Crack the Code" competition ran across the launch weekend with 18,000+ entries — reaching around 3.3 million timelines – getting #C4PS4Comp trending in the UK.
The campaign included short ‘blipverts,’ that had a subliminal effect, disrupting the ad break with bold symbols and colours airing exclusively on Channel 4, leading up to the release of the console, when the first of many PlayStation themed competitions were aired at launch.
KentLyons created traffic drivers, including homepage takeovers and a full range of web ads to link visitors to the competition website. The web ads evolved through-out the week leading up to the launch – beginning as very simple pulsing shapes - driving clicks purely on intruige. They then developed to inform viewers of the competition times and prizes.