heat`s multiplatform integrated media solution created

CHANNEL 5’S
DALLAS
& HEAT
heat’s multiplatform integrated media solution created
excitement, intrigue and an ‘appointment to view’ for
Dallas’ third series
Brand awareness/engagement • generate buzz • new launch
HEAT CAME BACK WITH
A GREAT CREATIVE
RESPONSE THAT FULLY
UTILISED
ITS
CROSSHELENE DICKSON, GRAVITY ROAD
PLATFORM CAPABILITY
TOM HUGHES, ACCOUNT MANAGER, OMD
THE CHALLENGE
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.
OUR APPROACH
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.
THE IDEA
RESULTS
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!
EXECUTION
competition entries
with average unique users per story of
Sales during this
period were up by 8%
We approached a number of brands to partner up with Channel 5 for the latest series of Dallas. heat came back
with a great creative response that fully utilised its cross- platform capability. A truly great campaign that combined
clever sponsorships, editorial features, creative airtime and even character Top Trumps on its Twitter feed!
Ben Penny, Creative Solutions Manager, Vizeum
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 Dallasfocused 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.