A new series of the cult comedy/sci-fi classic Red Dwarf was a major coup for UKTV’s Dave. We generated excitement about this new series with a specially-created and highly successful alternative reality game.
Devise a way to capture the attention of Red Dwarf fans and entice them to tune in for the programme's long awaited return.
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.
- 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.