Sky teaser campaign for 24 teaser recieves 60,000 players

by Joanne Payne, Brand Republic 17-Jan-07, 16:00

LONDON - The teaser campaign created for Sky One's hit espionage drama '24' has attracted more than 60,000 UK players so far, and with four days left to go looks like attracting even more viewers than the previous five series.

Sky One launched the online digital marketing push for the sixth series of '24', created by digital agency Meme, on January 8. It aimed to create a buzz ahead of the show's premiere on January 21.

Using the www.CTUagent.com website as a starting point and the password 99k36f, fans can embark on their own Jack Bauer-style quest to defeat the terrorists and save Los Angeles -- again. After entering their details, players receive a phone call outlining the mission. From there, a text message from Jack Bauer, who is played by Kiefer Sutherland in the series, directs players to another website, where the mission continues.

The campaign also uses email and a visit to YouTube.com before players eventually find the page that lets them watch an eight-minute prequel to the upcoming series, visit Sky's 24 website and enter a competition to visit the set of 24 in LA.

The campaign has also been advertised on Sky and discussed by presenters on radio station Xfm.

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