Posted 02 May 2012 12:08pm by David Moth

20th Century Fox tried to tap into the viral power of Twitter on Sunday night to promote the impending release of Ridley Scott’s sci-fi movie Prometheus.
In what was heralded as a world first, a new three-minute trailer for the film was screened simultaneously online, on Channel 4 and on social TV app Zeebox.
Viewers were then encouraged to tweet about the film using the hashtag #areyouseeingthis.
During the next ad break, Channel 4 screened a 40 second spot which included viewer’s tweets.
Channel 4 said it fitted with its strategy to pioneer innovative and impactful marketing solutions, but it did it actually meet either of these criteria?
Word-of-mouth agency 1000 Heads monitored activity on Twitter around the hashtag during the past week.
The results show that there was a spike in activity on Sunday night, peaking at more than 4,000 tweets, and the hashtag was trending for a brief period.
The tweets shown on screen were all positive, but this wasn't the case on Twitter.

Credit to David Moth for this blog post