Channel 31 brings in the Yeti for a flash mob snow fight in Melbourne’s Federation Square
Community TV station, Channel31, celebrated its official launch on the digital spectrum late last week withover 100 people descending on Federation Square to participate in a’flash mob’ snow fight against a larger-than-life Yeti snowman. Executed by Keep Left PR, Channel 31 said goodbye to ‘snowy’ broadcasts bystaging the first-ever snow fight in Federation Square, with the assistance ofinternational flash mob group Improv Everywhere.
A marketing campaign based on a’raw but real’ brand positioning is rolling out across press, radio, cinema andPR/experiential. The campaign was developed by Melbourne creative agencyFreeform.
Channel 31 has increased itsweekly viewing audience by 27 per cent, according to OzTam figures, sincelaunching on the digital spectrum earlier this month. Audience figures grew bymore than 100,000 in the first weekend alone of digital transmission, with morethan 550,000 viewers tuning in each week.
The community station broadcasts a diverserange of programming including sport and multicultural television, arts,culture, political documentaries and variety shows. As ‘the people’s TV’, itprovides an accessible platform for individuals and community groups to developand broadcast a variety of programs from fishing, cars and cooking to gardeningand sport. Last week the station announced it would broadcast football finalslive from across Melbourne’s suburban leagues.
Channel 31 general manager RichardMcLelland said the move to digital has opened the door for advertisers to tapinto a potential audience of 4.3 million people. He’s noticed stronger interest in sponsorship packages since going digital.
“In our first digital season we’rebroadcasting 18 new programs, and there’s been a 50 per cent increase in thenumber of program proposals pitched to the station compared to last year. We’reabsolutely thrilled with how the Melbournians have embraced our move todigital.”
Channel 31 provides abroadcast platform the community would not normally have access to. Anyone with a passion can pitch a program idea. It’s also a breedingground for new talent, and is used to test content and new production formats.
5 Comments
Was there anyone to actually see this?
Looks like the Square was empty?
Nice work, I think.
Call me a purist, but the term ‘Flash Mob’ can’t be attached to publicity/advertising stunts.
See the english translation: http://tiny.cc/g7ogy
I’ll not call you a purist. I’ll call you a tosser.
This has to go down as the lamest thing that Improv Everywhere has ever done.
Fun.