The Challenge

Devise a way to capture the attention of Red Dwarf fans and entice them to tune in for the programme's long awaited return.

The Solution

We created an alternate reality game (ARG) to intrigue fans online, on-air and in the real world. The campaign was aimed at 16-34 fans who weren’t yet Dave viewers. A complex series of trails for the ARG were created targeting fans via multiple media encouraging players to work their way across the web solving puzzles. This climaxed with the reveal of a secret location where fans could meet the cast at an exclusive premiere screening.

The Result

• Drove significant online traffic to play the ARG; approximately 1 million page views; average time spent was 19 minutes with visitors from 94 countries playing the game
• 58% of traffic came from referral and 7% from search; 8,006 click-throughs to listerscoming.co.uk from our BBC viral
• 2.68 million viewers of premiere episode - a 1,065% increase in viewing for that time slot and biggest audience in Dave’s history!
• Largest viewing figures for a UK non-terrestrial commission ever! Also beating Channel 5 and BBC Two. Multi-award winning in 2009.