Millionaire Live - taylor herring

Case Study: Who Wants To Be A Millionaire? Live
Client: Celador International

Activity

• Celador International, the rights owner of the world-renowned TV show Who Wants To Be A Millionaire, launched an interactive, theatre version of the hit quiz, where members of the audience played along to win points that corresponded to a number of desirable prizes.
• The theatre show toured 6 UK towns from June – September 2005 including a summer season at the Princess Theatre, Torquay.
• Various celebrity hosts were used throughout the tour including Eamonn Holmes, Les Dennis and Paul Ross.

Objectives
• Drive national awareness for the launch of Who Wants To Be A Millionaire? Live.
• Create hype within regional press to drive attendance at each date.
• Communicate the differences between the theatre and TV shows to ensure consumer understanding for the new quiz format.

Strategy

• THBC utilised the celebrity hosts to engage national media. A press day was organised for national media with Eamonn Homes, which involved a photo call and targeted press interviews.
• We worked closely with the PR teams at the local theatres to engage local media and arrange regional press days with the relevant hosts.
• Regional print and broadcast partners were secured within each region and facilitated with news stories and exclusive access to hosts in the run up to the show dates.
• Local media were targeted for previews and listing in the lead up to each show.
• Journalists were invited to attend show rehearsals and play on stage in the infamous Hotseat as means of introducing them to the format of the show and gaining valuable pre awareness.
• Journalists were also invited to attend the opening night of the show in each town for review purposes.

Results
• Over 350 individual pieces of coverage were secured throughout the campaign.
• The tour was covered in a number of UK national media including The Sun, The Sunday Mirror, The Daily Star, BBC Radio 1, Virgin Radio and Now magazine.
• A vast amount of regional coverage was achieved in all regions that the tour visited. This included TV, radio, daily newspapers and lifestyle magazines.

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