Summary

• Broadcast sponsorship ofLIVINGtv’s biggest show of2004 – Most Haunted Live at Halloween 
• Sponsorship of the Most Haunted Live microsite 
• 2.67million Individuals reached via the broadcast 
• Over24 million hits and 2million page impressions on the microsite

The objectives
Strongbow had identified Halloween as a key event it wished to ‘own’. It embarked on cross-media activity to reinforce this, including a TV spot campaign and in- pub promotions. Strongbow identified Most Haunted Live as the only opportunity on television that would meet its objectives and were keen to make the centre-piece of
the Halloween campaign

Solution
Working closely with Strongbow's creative agency Arc, ids devised a cross-media package to meet the objectives of Strongbow and its buying agency Starcom Mediavest:

• Sponsorship of Most Haunted Live at Halloween 
• Strongbow branding on the Most Haunted Live microsite throughout the event. 
• The microsite included a page informing users of the in pub promotions 
• Branding also appeared on LIVINGtv's promotional trails for Most Haunted Live 
• The campaign was supported by dual-branded advertisements in various publications to promote the show

Insight
LIVINGtv viewers account for £10.5m of all annual cider sales in the UK, 13% more than analogue terrestrial only viewers. LIVINGtv viewers are also younger, more upmarket and have more disposable income. LIVINGtv viewers are 30% more likely than analogue terrestrial viewers to name Strongbow as the cider brand they drink most often.Over70% of LIVINGtv viewers have access to the internet and they are three times more likely to visit websites devoted to a TV channel or programme than analogue terrestrial viewers.

• Most Haunted Live is LIVINGtv’s biggest commission 
• Most Haunted Live consistently delivers LIVINGtv’s biggest audiences and brings more men into the channel 
• The Halloween edition was the strongest Most Haunted Live event of 2003 and 2004 
• Viewers watch the show for longer than the channel average, increasing the opportunity to see branding messages

"We were very pleased with the levels of exposure that the sponsorship of Most Haunted Live generated. The fit between Strongbow and the Most Haunted Live Halloween 3-day special was perfect, and a key contributor in increasing awareness for the Strongbow Halloween 2004 campaign. The phenomenal cult following of the programme and its match with Strongbow's target audience further generated additional exposure
for the campaign, especially since this relationship was communicated in numerous media, from TV listings, break-bumpers and online.“
Mike Spicer, Managing Director - Arc