Mediacom Beyond Advertising, MediaCom’s content marketing division, and second screen specialists Monetrosa are partnering on a dual screen campaign for Cancer Research UK’s Race for Life. The campaign will be part of Race for Life’s “Cancer, We’re Coming To Get You” campaign and the ads will broadcast viewers’ ‘messages to cancer’ in real-time, promoting the idea that everyone can help beat the disease.
The first, 30 second spot – to be shown to Britain’s Got Talent’s 10 million viewers – will alternate shots of individuals’ experiences with groups of people running, to show fighting cancer should not be a lone battle, and “if you take me on, you take on all of us”. It will then ask viewers to send in their own tweet-style messages to cancer via oicancer.org, a dedicated website. Then the messages be broadcast during the second, 60” spot, sharing personal experiences nationwide to inspire further viewers to register.
To broadcast the messages in real-time, the campaign will use Monterosa’s LViS platform which can aggregate and moderate mass-volume content, so the producers will be able to control the second screen and push compliant data back to air through ITV’s playout centre.
The TV spots will be also supported by a press campaign in Metro, which will invite readers to send in their “Message to Cancer”, with a call to action on the Friday reminding readers to look out for the ITV spots. On Monday, Metro will carry a page with some of the messages generated from the Saturday night show.
Tom McDonnell, Commercial Director at Monterosa, added: “Combining event-style TV with instant second-screen response gives brands a way to leverage the benefits of TV, digital and social simultaneously. This campaign is a great example of how press, radio and second screen TV can intersect with a common objective of achieving sign-ups. Monterosa is proud to be involved with such an important cause.”