Over the last week or so you may have noticed the launch of the world’s first sensory gaming device – the AzanaBand.
The device claims to be the latest in state of the art tech innovation as it stimulates pain, fear and happiness through the pulses it sends through your body whilst gaming. Scary, right?
Gaming enthusiasts flocked to see where they could get their hands on this product, however little did they know this was just part of our latest marketing campaign for Channel 4.
The product launched through a mysterious ad designed to create noise and excitement for the new 6-part thriller Kiss Me First.
Written by Bryan Elsey, the creator of Skins, Kiss Me First follows the story of Leila, a lonely 17-year-old girl who is addicted to a fictional online gaming site, and its characters who escape the every day through virtual reality to Azana, where the possibilities are endless. The series combines live action with computer-generated virtual world sequences in a TV drama first.
Having watched the ad, puzzled viewers were immediately directed to a dedicated product website Azanaband.com Whilst advertising the product, the site revealed a glimpse of Kiss Me First for those intrigued to find out more.
Offline promotional posters also appeared in Manchester and London announcing the arrival of the device. On top of TV and Web activity and in a first for the broadcaster, we partnered with Bristol-based Youtubers Hat Films (part of the Yogscast network) who published a video on their channel further advertising the virtual reality product. Seeing the product unboxed on a trusted gaming channel created further ambiguity for gamers.
And a partnership with popular TV and gaming publication, Den of Geek, fueled further excitement.
The reveal part of the campaign is set to kick off today in which we’ll have presence onscreen in cinema as well as being live across social, radio, press and programmatic video.
Kiss Me First is coming soon!