Driving Fan Engagement & Competition for Channel 4

Challenge

For their new show, “The Lateish Show with Mo Gilligan,” Channel 4 wanted to elevate fan engagement and drive organic reach. Producers devised a light-hearted competition to reward viewers for their audience participation and engagement with The Lateish Show. Channel 4 needed a solution that could manage competition entries in real-time, ensuring compliance with strict broadcast competition rules while generating more buzz for Mo Gilligan’s content on social media.

Solution

Dizplai partnered with Channel 4 to power the live competition for two seasons of the BAFTA-winning show. The campaign encouraged viewers to spot a celebrity in the audience, snap a picture, and tweet it with the hashtag #TheLateishShow. Dizplai’s interactive media and data integration platform handled the incoming Twitter entries, randomly selecting a winner from those filtered as correct.

This solution included Firehose/GNIP access, ensuring compliance by managing a maximum of one entry per user, ensuring the producers met compliance requirements, competition remained fair and fun, while generating high amounts of user generated content (ugc) to extend the content’s organic reach.

Results

The campaign successfully engaged viewers and created a powerful, ongoing social conversation on Mo Gilligan’s primetime show, supporting Channel 4 in achieving:

• Audience engagement vastly improved during airtime.
• Viewers repeatedly entered the competition, showing they were invested and kept coming back.
• The show’s official YouTube channel gained hundreds of thousands of views per video, driven by the social buzz.
• The competition successfully rewarded fans for their user generated content (UGC) and created a lively discussion on social media.