CHALLENGE:
Reactivate a hardcore fanbase after a 13 year absence on air.
INSIGHT:
Redwarf is all about the ridiculous challenges that face our heroes as they try to survive in space.
EXECUTION:
The curry emergency appeal, to ask fans of the show to help launch a curry and lager into space for their curry starved hero Lister and reveal the air date of the show.
HOW DID WE DO IT?
Due to the limited budget, I was buying bolster wood and polystyrene boxes to make the space bound rig, while our head of tech was soldering circuit boards to create a real working, tweet powered helium filling machine ready for space. Every time the software detected a tweet containing #vindalunar, a small amount of helium was released into the intergalactic blimp which, once inflated, revealed the airdate of Red Dwarf X before making its escape from the Earth.
RESULTS:
With zero media spend, we received over 10,000 tweets in 24hrs to fill the galactic blimp, launching the curry into the stratosphere.
AGENCY: Five by Five
Concept: Chris Townsend
Dev: Neil Crookes