Viewers asked to ‘crack the code’ in new PS4 ad campaign

Channel 4 and PlayStation have announced a new, exclusive partnership to promote the release of the PS4 in the UK at the end of this month.

The interstitials – created and developed by PlayStation, Manning Gottlieb OMD and Channel 4 Sales – will run across TV and digital platforms, using gameplay from PS4 games to create bespoke content in an aim to engage viewers interactively – from second screening to time-shifted viewing.

In the build-up to the launch weekend, short ‘blipverts’ and teaser ads will feature exclusively on Channel 4, encouraging people to tune-in on the evening of Friday 29th for the first of a set of competitions to mark the official UK release of the new console.

The live competition spots will run in the ad breaks of key peak Channel 4 programming across the weekend. In a format inspired by cheat-codes found in computer games, viewers will be asked to ‘Crack the Code’ via a purpose built HTML5 site, hosted on Channel4.com/PS4, using their second screen devices and posting their entry to the competition on twitter.

There will also be a VOD based competition, where viewers will be encouraged to rewind from the second ad break back to the first in Sunday night’s Homeland in order to ‘Crack the Code’ – whilst the final ad break in the show will be taken over by PS4 to give a broadcast premiere a short film celebrating the history of gaming.

“PlayStation and Channel 4 share many attributes, from their audience through to their passion for innovation and creativity,” said James Thompson, comms planning director at Manning Gottlieb OMD.

“This partnership enables us to drive awareness of the PS4 launch whilst also delivering a campaign with engagement and gamification at the very heart of it.”