Red Bee Media Creates YouTube Takeover to Promote New Primeval Series on Watch

27/05/11

Red Bee Media creates YouTube takeover game for launch of new Primeval V series.

Red Bee Media has created a YouTube takeover game as part of our campaign to launch the new series of Primeval V, which premiered exclusively on UKTV channel Watch this week.

The aim of the campaign was to communicate that the new series of Primeval is being aired exclusively on Watch, making the channel the first and only place fans can catch the brand new series. Our YouTube takeover game, which includes a specially-shot intro video with Primeval star Becker encouraging fans to play along, pushes the boundaries of engagement, interaction and use of 3D assets within a YouTube takeover experience.

The game itself is easy to play, but is supported by a sophisticated game logic, reacting to the way players engage with it. It also includes an incentive for shareability and replay value, such as cheat codes for more time, bullets or health.

On the day of its launch, we created a special promotional banner which featured on YouTube’s home page as well other media sites, pushing to the game. Other media included on-air TV trails, national press and TV guide fractional space ads to highlight that the new series was coming to Watch as an exclusive first. Online banners and a seeding campaign directly targeted the hardcore fans with the release of exclusive content every day for 30 days leading up to launch.

Experience the Primeval YouTube takeover