Interactive digital solution for Channel 4’s parenting series

To extend the life of the TV series.

The brief

For many parents across the nation, putting their kids to bed is one of their most stressful times of the day. Channel 4 wanted a live experiential show to support parents and digital content to engage the show’s audience after the 9pm slot.

Well done team for pulling off the first live Google+ hangout for @channel4 @C4bedtimeLive

Bedtime Live

Our solution

Working closely with our sister company, Twofour, who produced the TV series, we came up with a multiplatform digital strategy. An exciting blend of live and digital experiences.

Online, we challenged the audience to entertain a child on a car journey, to put a child to bed, to multitask at home – 4 multiplaform games on the C4 website. To add an ‘as it happens’ feel we created the first ever google+ hangout on a TV programme. Real time data collected on the programme website, Facebook and Twitter fuelled the debates in the show. The instant two way conversation let parents feedback their progress as they roadtested the techniques.

The result

Thousands of social media interactions drove traffic to the Channel 4 website. Over 70,000 game plays recorded during the lifespan of the show. EVCOM Gold Award winner in the multiplatform category.