LONDON, UK – WEBWIRE – Friday, June 4, 2021
Three UK has brought in Chelsea FC for the return of Channel 4’s Celebrity Gogglebox, combining sports and media sponsorship in an innovative way.
From today, new idents from Three UK will be running on Celebrity Gogglebox throughout the series ad breaks, with Chelsea FC players, Mason Mount, Reece James and Timo Werner, watching Gogglebox on their mobiles while they train and relax.
This is the first time Three UK has brought together two sponsorship assets, uniting the recently crowned European Champions Chelsea FC with Gogglebox, one of TV’s most loved shows. The combination is brought to life in fun and unexpected ways as part of Three’s continued drive to strengthen its brand appeal to multiple audiences.
This latest campaign execution forms part of Three UK’s two-year, multi-million-pound Gogglebox partnership, the largest ever TV sponsorship in Three’s history. It also follows in the footsteps of the Chelsea FC sponsorship that began in July last year.
The most recent series of Gogglebox was the biggest to date, attracting an average of 6 million viewers per episode and a total of 26.639 million people have seen the idents so far. Gogglebox has now seen the second biggest audience volume on Channel 4 for a 9 PM show on a Friday night since records began – beaten only by the Friends finale back in May 2004.
Lingo Bingo, a social media game Three UK introduced for the recent Gogglebox series, has also seen huge success. With more than 12,000 people participating in the game across Three’s Facebook, Twitter and Instagram, Lingo Bingo is making a return for Celebrity Gogglebox, capitalising on the trend of ‘second screening’ to engage and reward viewers with special prizes.
Aislinn O’Connor, Director of Marketing for the UK and Ireland at Three, said: “At the outset of our Gogglebox sponsorship, we promised innovative activations. The return of Celebrity Gogglebox with some former Premiership footballers in the line-up presented the perfect opportunity to unite our two major sponsorship assets in an inventive way. We’re confident this will help drive further consideration and growth of the Three brand. In the meantime, we’re very much looking forward to watching the new series of Celebrity Gogglebox – a partnership we are very proud of at Three.”
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