The Circle
for Channel 4
The Circle was returning for Series 3 and was going to be more mischievous than ever. We need a campaign that would highlight just how far contestants were willing to go to win the £100k prize fund.
What would you lose to win?
Using a range of contextual placements across out-of-home, social, and digital display, we were able to grab attention with glithing graphics and impactful messaging.
Twitter Threadventure
We tested people on what they’d be willing to lose by creating a Snapchat lens and the longest Twitter Threadventure ever written with over 750+ tweets! The player was tasked with difficult choices in each tweet, testing their moral compass to see if they had what it takes to go all the way and win the Circle.
You can click the image below to have a crack at it or read through the mind-boggling user flow instead.
Mind games
The series went on to have a 24% increase in audience figures from the previous series and the largest share of 16-34 audience for Channel 4 that year.
