Foster's In Broadcasting First With Channel 4

30th July 2013

Channel 4 has unveiled a broadcasting first in the shape of a series of new, interactive, live Foster’s sponsorship idents around comedy game show 8 out of 10 Cats Does Countdown..

Six special editions of the show, which will run until early September, carry 25- second Foster’s idents containing an interactive live quiz at the beginning and end of the first and third ad breaks.

The longer, bespoke idents feature Foster’s campaign stars Brad and Dan kicking back on the sofa in their Aussie surf shack in front of a TV displaying a Foster's- styled anagram.

Channel 4’s resident Aussie announcer encourages viewers to give the letters “the old switcheroo” and points them to use the hashtag #goodcall when they have worked it out.

Viewers can play along by tweeting their answers to the puzzle during the ad break using the hashtag and at the end of the break the Aussie voiceover reveals whether viewers ‘made the good call’ by answering correctly as well as name checking one lucky winner’s twitter handle live on air - in the tone of voice that viewers have come to know and love from Foster’s ambassadors Brad and Dan.

Foster’s has been the official sponsor of original comedy programming on Channel 4 since 2010 and this latest innovation using bespoke idents reinforces their strong association with the genre.

Rom Ramsey, Partnership Lead, Channel 4 said: “This is a great first for Fosters and C4 harnessing the great social buzz around our programming with Fosters fuelling the conversation in the own inimitable style.”

Gayle Harrison, Brand Director –Foster’s at HEINEKEN said: “Foster's is proud to have played a part in delivering a number of ‘comedy firsts’ in recent years and this exciting initiative with Channel 4 will deepen engagement between comedy fans and the Foster's brand."