With the release of the PlayStation 4 just around the corner, Channel 4 has announced an exclusive partnership with PlayStation promoting the highly anticipated release of their next-gen contender.
Inspired by Channel 4’s iconic on-air marketing idents, bespoke interstitials have been created using gameplay from upcoming PlayStation titles such as Killzone, Shadow Fall and Driveclub. 4Creative and branding consultancy KentLyons worked with game developers to generate the interstitials from within the game-engines rather than using post-production techniques.
In the build up to its November 29 release date, these two second ‘blipverts’ and ten second teaser ads will feature exclusively on Channel 4. They will run in the ad breaks of key peak programmes across the weekend to driving people to tune-in for the first of a set of competitions to mark the official UK release.
Channel 4 audiences will be asked to ‘Crack the Code’ via a purpose built HML5 site, hosted on Channel4.com/PS4. Inspired by cheat-codes found in computer games, viewers will post their entries on Twitter and be encouraged to rewind ad breaks to find the answers.
The final ad break will be taken over by PlayStation to premiere a short film celebrating the history of gaming.
Chris Braithwaite, Agency Principal at Channel 4 said: “This is a really innovative partnership between two natural bedfellows, focussing 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”