Channel 4 in live idents first with Foster's

26 July 2013

Channel 4 today announces a series of brand new, interactive, live Foster’s sponsorship idents around comedy game show 8 out of 10 Cats Does Countdown – a first for the broadcaster.

 

The show launches on Friday 26th July 2013 at 9pm, with the Foster’s idents at the beginning and end of the first and third ad breaks extended from the standard 5 seconds to 25 seconds featuring an interactive live quiz.

 

The longer, bespoke idents will feature Foster’s campaign stars Brad and Dan kicking back on the sofa in their Aussie surf shack in front of a TV displaying a Foster’s styled anagram.

 

Channel 4’s Aussie announcer, who’d feel right at home with beach blokes Brad and Dan, will encourage them to give the letters “the old switcheroo” and will then point them to use the hashtag #goodcall when they have worked it out.

 

Viewers can play along by tweeting their answers to the puzzle during the ad break using the hashtag and at the end of the break the broadcaster’s announcer from down under will reveal whether viewers ‘made the good call’ by answering correctly as well as naming one lucky winner’s twitter handle live on air - mirroring the tone of voice that viewers have come to know and love from Foster’s duo Brad and Dan.

 

The deal was brokered by Stella Onuorah, Partnerships Manager, Channel 4 and Matt Waller, Sponsorship and Content Asssociate Director, Starcom MediaVest whilst PPC are responsible for the creative with consultation from AdamandEve.

 

HEINEKEN owned Foster’s has been the official sponsors of original comedy programming on Channel 4 since 2010 and this latest innovation using bespoke idents reinforces their strong association with the genre.

 

Rom Ramsey, Partnership Lead, Channel 4 said: “This is a great first for Fosters and C4 harnessing the great social buzz around our programming with Fosters fuelling the conversation in the own inimitable style."

 

Gayle Harrison, Brand Director, HEINEKEN UK said: “Foster's is proud to have played a part in delivering a number of comedy firsts in recent years and this exciting initiative with Channel 4 will deepen engagement between comedy fans and the Foster's brand."

 

Ends.

Notes to Editors

About 8 out of 10 Cats Does Countdown:

Jimmy Carr hosts with regular team captains Sean Lock and Jon Richardson taking over the words and numbers quiz

Madeleine Knight, C4’s Entertainment Commissioning Editor has commissioned six specials of 8 Out of 10 Cats Does Countdown, co-produced by Zeppotron and ITV Studios.

Jimmy Carr will host the famous words and numbers quiz, with 8 Out of 10 Cats team captains Sean Lock and Jon Richardson playing against each other. In each episode they will be joined by guests from the world of comedy and entertainment, including Sarah Millican, Jason Manford, Jack Dee and Rhod Gilbert.

Countdown’s dictionary corner lexicographer Susie Dent will take part, joined by a different guest for each episode. Mathematician Rachel Riley will take on her usual Countdown role, and will be accompanied by her assistant, Joe Wilkinson.