Watch Primeval You Tube Takeover

An addictive shoot 'em up game as a You Tube takeover to publicize series 5 of hit TV show Primeval moving home from iTV exclusively to Watch. Specially rendered CGI assets immerse the player into the the narrative of dinosaurs breaking through an anomay and into our world.

Pushing the boundaries of engagement, interaction and use of 3D assets within a You Tube takeover experience. The intro video with talent was specially shot, then the page gradually degrades and surprises fans with an unexpected immersive game.

The game also includes sophisticated game logic, so the user has different types of ammunition to ramp up points and point system. The game also has an incentive for sharebility and replay value, such as cheat codes for more time, bullets or health.

On the day of launch, we had a homepage takeover banner on Youtube.com

In a parallel Facebook campaign revealing exclusive daily unlocks, with the takeover being the final unlock to get fans buzzing with excitement about the new series on Watch.

Over 750,000 people watched the first episode of series 5 which is almost triple the usual viewing figures. In the first few days of launch, over 40,000 people played the game and it was one of the most watched YouTube videos in the UK on the day of launch.

It has been awarded You Tube ad of the week by Campaign magazine and also won a FWA site of the day.