Channel 4 and heat go on a date in brand partnership

Channel 4 create a match made in heaven by pairing up with much loved entertainment weekly, heat Magazine. This blossoming relationship allows Channel 4 to make the most of promoting their new TV series ‘Dates’ by including exciting interactive Augmented Reality (AR) content that jumps off of the page of the heat TV listings section.

TV fans using the heat Extra app can now instantly watch video previews, trailers and access additional online content, all with a quick scan of the page using their smartphone or iPad.

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This brand partnership enables Channel 4 to use AR as an additional channel to promote their new TV drama series ‘Dates’ by being able to instantly show heat readers a full trailer of what to expect from the series. The Augmented Reality technology also acts as a way of stimulating reader’s anticipation about Channel 4’s Mating Season – a collection of TV series about dating in the 21st century.

This type of scannable AR TV listing experience allows Channel 4 to promote their new TV programmes in new and creative ways. This innovative approach is set to be the perfect way for TV channels to create interest and anticipation about their shows before they are actually aired to the public. Whilst this all sounds pretty cool, the practical benefits of companies being able to monitor ROI by using trackable app technology enables marketers to measure and analyse campaign performance in greater detail.

Having more information about the show and easy access to video content allows the reader to fully engage with the programme and significantly enhances their overall ‘information searching’ experience – not to mention a clear ‘WOW!’ factor of seeing 3D content popping out of a printed magazine! By tapping into heat Magazine’s key demographic and creating a campaign which clearly has the talkability factor, the partnership between heat and Channel 4 has already created a real buzz amongst its target audience across social platforms.

Overall its pretty exciting stuff… keep checking back for the latest!

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