HS&P - Lucozade looks to Big Brother for multi-platform ads

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Lucozade looks to Big Brother for multi-platform ads

Category: Creative work | 05th Jun 2009

Lucozade Energy and Channel 4 have signed a deal for the upcoming Big Brother series that will see the former's adverts appearing on a variety of platforms.

As part of the drinks company's sponsorship deal, pre-roll ads and branding will be shown on the Big Brother YouTube channels.

It follows Channel 4's use of YouTube for generating auditions.

More than 2,600 YouTube users looked to become a housemate by uploading their audition, making it reportedly the most successful upload contest run by a partner on the video content site.

Branding will also appear on the main programmes on Channel 4 as well as on E4's Big Brother's Big Mouth and Big Brother's Little Brother.

Lucozade ads will feature on the main Big Brother site on channel4.com and on 4oD as well.

Big Brother is set to launch tonight (June 4th) on Channel 4, with a Big Brother's Big Mouth episode to appear on E4 also.

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