Online & Digital
Issue 49 | December 2018
BackgroundTimes are changing for crisp consumption. With people turning to different snacks for nights in and multiple screens in the house, families are less likely to come together to watch the same programme over a sharing bag. To combat this, Walkers sponsored Saturday nights on the UK’s major independent TV channel, ITV. This created two challenges. Firstly, they were sponsoring the entire evening, not just an individual show such as ‘The X Factor’ or ‘I’m a Celebrity’, so the task was to integrate with the programmes, not just the ad breaks. Secondly, when families do watch TV together, they disappear into their own world on their phones during the ad breaks. How could these digital distractions be used to bring everyone together?
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