Sprint, one of the longtime sponsors of Fox’s action-packed show 24, has returned for tonight’s revival of the Kiefer Sutherland vehicle, 24: Live Another Day, with exclusive online content.
DigitasLBi created a digital program on Fox’s website so that fans could complete missions, similar to those in the show, throughout its 10-week, 12-episode run and unlock special videos.
“It varies week to week but it really engages with the 24 viewership,” said Kevin Babcock, vp and account director for DigitasLBi, which worked on the digital program development, creative content, digital media planning and buying, and the social media strategy and execution for Sprint’s sponsorship. “Some weeks you will get a really in-depth look at the next week’s episode, sometimes there will be behind the scenes content, interviews with the cast and crew, things like that,” Babcock explained.
Starcom MediaVest Group and LiquidThread worked on the general media negotiation and brand in-show integration (the show will feature Sprint-branded phones). Figliulo & Partners worked on creative content and production.