UKTV launches W channel with diamond hunt balloon stunt

UKTV celebrated the launch of its new channel W today (15 February) by giving consumers the chance to win diamonds through a balloon-led treasure hunt.

Hundreds of balloons were released in London this morning
Hundreds of balloons were released in London this morning

Musician Sophie Ellis-Bextor, whose documentary Sophie On Fame airs on W later this month, launched hundreds of blue balloons from a four-metre high 3D W logo located on London’s Gabriel Wharf this morning.

The biodegradable balloons will travel up to five miles before landing anywhere in the UK. Residents who find one can follow the instructions on the balloon’s attached recycled card to enter a social media competition to win one of five diamonds.

The #WDiamondDash competition is open until midnight on 18 February.

UKTV enlisted Fever PR to create an impactful and high profile stunt with social traction. The brand experience’s diamond element was inspired by W’s new logo, which features the geometric shape.

More: UKTV plants giant skull for Alibi relaunch

Event TV: Taylor Herring unveils UKTV's chocolate Cumberbatch

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton