For the launch of the third series of Dallas, Channel 5 wanted to excite and entice the imagination of the younger female demographic and encourage people to tune in to the first episode.
From the success of previous editorial features on Dallas – and the response to cast members Jesse Metcalfe and Josh Henderson appearing in ‘Manwatch’ – we knew how much the heat girl loved the show. In order to provide maximum impact for the launch of Dallas’ third series, we wanted to create a campaign across multiple touchpoints to really make Dallas part of the heat conversation.
Using a combination of integrated editorial and commercial features, social banter and digital disruption, heat successfully brought to life Dallas Series 3. It introduced the characters and past plot lines and created debate by providing sexy, scandalous and dirty content to its audience. All activity happened in the days running up to transmission – with a dramatic explosion on the day of broadcast!
Dallas’ third season was fully integrated into the editorial fabric of the magazine. heat’s ‘hotlist’ (reviews section) and ‘Gossip with an American accent’ were both produced in association with the show, while there were interviews with its stars an advertorial focused on ‘Things we love about Dallas’, box-outs in the TV listings section and the inclusion of show star Jesse Metcalfe in the famous ‘Torso of the Week’!
On radio, we produced creative airtime featuring sound bites from the show as well as driving social debate with the opportunity to become dirty rich and win shopping vouchers. The coverage continued over on heatworld.com, where we ran a feature on ‘5 reasons you need to get gripped on Dallas’ while a gallery of ‘10 reasons you need to watch tonight’s Dallas’ paid particular attention to the male stars! There was also Dallas-focused competitions, character synopses/infographics, even a Dallas Top Trumps with sexy, dirty and scandalous ratings that was seeded out on Twitter!
But it didn’t stop there. The night before we tweeted information on Dallas Series 3, highlighting the content we’d produced elsewhere across heat. We live-tweeted throughout the first episode, interacting with die-hard fans and encouraging new ones to tune in. The following day we put a link to the catch-up episode on heat’s Facebook page to further drive viewing.
Tom Hughes Account Manager, OMD
Heat came back with a great creative response that fully utilised its cross-platform capability
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