MEDIA CHOICE: Rob Jones, the managing director at USP Radio Projects, chooses the Big Breakfast interactive gamecard, which has launched amid falling viewing figures for the programme

’Watching the Big Breakfast this morning (Monday), I saw the start of a new game, called Get Fruity, which the programme is running with The Sun. The game involves matching the fruits on the gamecard with those in The Sun to win cash prizes.

’Watching the Big Breakfast this morning (Monday), I saw the start

of a new game, called Get Fruity, which the programme is running with

The Sun. The game involves matching the fruits on the gamecard with

those in The Sun to win cash prizes.



’What caught my eye was the inventive way the game was being played

on-air. During the programme, a fruit machine-style banner was almost

continuously displayed at the bottom of the screen with the fruit

combinations changing every five minutes.



’Given the tight ITC regulations regarding promotions on television,

this must be a first.’



Agency: HH&S, the integrated communications agency



Client: Planet 24 and Channel 4 for the Big Breakfast



Medium: Newspaper gamecard inserts tied into onscreen game



Conceived and executed by: Mike Halstead, managing director of HH&S



Brief: Gain new viewers and encourage viewers to watch for longer.