Argos partners with ITV in new Twitter experiment

In a bid to bridge the gap between traditional broadcast and digital platforms, UK retailer Argos is to launch a new campaign with ITV which will encourage viewers to interact with TV ads online.

Created by CHI & Partners, Mindshare and The Social Practice, viewers across four prime time programmes on ITV will be asked to suggest the most imaginative gift for Santa from Argos’ Christmas gift guide and then share their ideas on Twitter using the #giftforsanta hashtag.

During the first ad break, viewers will be invited to submit their gift suggestions for Santa and in the second ad they will be reminded to take part. In the final ad break the most creative suggestions will be read out live on air air by the ad’s alien characters, voiced by Bill Nighy and Claire Skinner.

The competition will launch on Wednesday 13 November during the first ad break of The Only Way is Essex, and all entries will be shared through the @ArgosAlien account.

“Following the launch of Argos’ recent digital Gift Guide, this marks yet another big and exciting move for our brand as we continue to experiment digitally and further our reach online,” said Carl Nield, head of brand marketing at Argos.

“We are very proud to pioneer this relationship between traditional broadcast and digital platforms with our partner agencies. Moreover this is a totally fresh way for people to get into the seasonal spirit and enjoy some of the nation’s favourite programmes in partnership with the brands they love.”

Tony Durston, creative director at CHI & Partners, added: “Making an event of our Argos advertising with a series of live conversations and competitions on ITV felt like a great way of engaging audiences […] The integrated activity is a charming and enjoyable way for us to engage consumers in picking presents with the Argos Digital Gift Guide and then announcing the winner live on air.”