Award Winning Marketing

Kudos given for Back to Earth promotion.

28 May, 2010

Red Dwarf: Back to Earth was introduced to the public at large by a large and carefully constructed promotional campaign. Dave's press and publicity team brought journalists, put the cast on the radio and TV and won the show a slew of magazine covers.

Dave, Grant Naylor Productions and the appropriately named Red Bee Media also worked together on the inventive marketing for the show. Taking Carbug and the cast out to Berkley Square to meet the fans, the London premiere, trailers galore (cut by Doug Naylor and show editor Nick Ames) not to mention the Artificial Reality Game.

Award Winning Marketing

Ah yes, the ARG. Fans signed up in their thousands to play the game which would lead to an event reveal, as well as clips and pictures galore at a time when new glimpses were just soooo exciting. The game was designed by Red Bee and carefully rewritten by the GNP production team to fit in cunningly with the actual Back to Earth narrative. (We like to think it fits in between the team leaving Coronation Street and arriving at The Creator's mansion.)

Where were we? Oh yeah - it seems that the over four million who tuned in to watch Back to Earth weren't the only ones impressed with the way the mini-series was revealed to punters.

The Broadcast Digital Awards 2010 are just the latest in a long line to nominate the quality of the campaign, giving nods for Best Programme Marketing and Best Use of Digital Technology. (The results will be announced on June 16th.)

Among the award wins and nominations for Back to Earth are:

Benchmark Awards
One-Off Campaign
Promax UK
Gold - Best Interactive Marketing
Silver - Best Cross-Media Campaign
Marketing Design Awards
Product Launch
Eyes and Ears of Europe
Best Seasonal or Event Related Design
Campaign Big Awards
Digital Entry - Media Category (nominee)
Cannes Lions International Advertising Festival
Best Use of Internet (shortlisted)

It is, as ever, nice to be popular and even nicer to get some recognition. So nice, in fact, that we're entirely resisting the temptation to make jokes about how people in marketing clearly spend an awful lot of time giving each other awards over company-paid-for food and drink. Instead we'll just settle for:

We're the best! Woo!

The Red Dwarf ARG began here.

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