Oh what's that Kelloggs? You want to give me an excuse to eat cereal in the office for 'research', write funny copy and come up with never before tried duel screen competition ideas for E4?

Can I invent the word 'Chocovault'?

Yes! Seriously? Nice one.

Can I have a surprisingly serious e-mail exchange with the Channel 4 legal and compliance department about who would win in a fight between a Krave Chocovore and a chocolate E4 logo?

Really?

Ok, Can I make a pensioner age VO artist say 'Totes amaze!'?

I can? Yeah go on then, I'm in...

What resulted (other than me eating a lot of cereal) was a live contextual competition that I wrote and directed which ran every night in the ad breaks of a week of E4 shows.

Viewers had to watch the shows to find the answers to the questions set in the break, then enter on the Facebook page before the timer got to zero to win some seriously good prizes. 

Results

It did well.

Really well.

So well that the media companies and Channel 4 got me to do the Casestudy tape too. Here's some of the figures:

- 2.7 million people reached through owned and earned channels

- Combining TV and social, 80% reach was achieved

- Research showed the activity led to a +6% increase in the key metric of brand perception as 'up-to-date and cool'

- Consideration among those exposed increased by 14% to 59%

Here's some press on the campaign.