Celebrity Big Brother provides the perfect platform to raise awareness of the film release and generate excitement
To celebrate the release of the pulse-racing new film, 'Nerve', entertainment company, Lionsgate, was looking to raise awareness and generate excitement amongst an 'app-obsessed' teen audience in the UK. The adrenaline-fueled thriller is based on an online dare game, in which people give participants anonymous dares for money, competing with each other to win a grand prize as the tasks get increasingly dangerous and lives are put at stake. For many films, word of mouth and engagement with social media is a key driver for the target audience, and 'Nerve' is no different.
To raise awareness and generate excitement amongst Millenials. We all know young people are big users of social media, and therefore a social platform was key to the campaign. Furthermore, reports show that 74% millennials, particularly 14 to 17-year-olds, regularly use smartphones during TV viewing*.
Since its launch, Celebrity Big Brother has been the most talked about TV programme on Twitter, Offering a strong teen audience on-air and mass social following online, Celebrity Big Brother provided the perfect platform for the 'Nerve' film launch.
To fully immerse 'Nerve' within the programming content and tap into the existing mass audience on-air and on social media, Channel 5 created a bespoke editorial 'task' to debut live on Celebrity Big Brother. 'The 'Nerve' Big Brother task was to be broadcast on-air for celebrity housemates to complete in the lead-up to the release of the film, to encourage 'talkability'. Active participation would be encouraged with viewers via Twitter, calling on them to submit their 'dares' for the housemates to complete, allowing them to be truly integrated within the programme itself.
- Over 60,000 impressions for each of the two C5 tweets
- Over 1,169 competition entrants
- Over 4,500 page views
"The integration of Lionsgate film 'Nerve' was a great success for Celebrity Big Brother, demonstrating a seamless brand integration. The high-pressure challenges of 'Nerve' the film translated well to challenges for the housemates. We launched the task just 2 days before the opening night of the film and successfully integrated the look and feel of the Nerve brand. This partnership demonstrates that, when executed well, promotional activity in Big Brother can enhance editorial and leverage for brand awareness in show." Mark Rosenegk, Managing Director at Silent Boom.