Since 2021 Gogglebox and Three have had a spectacular partnership, with our Three idents viewed by around 3,500,000 people each week.
But audiences didn’t quite get what made Gogglebox and Three such natural couch-fellows and brand awareness wasn’t where it should’ve been.
So, with our friends at Wonderhood Studios, we set out to change that.
We wanted to spread awareness of our partnership through the power of TikTok and Instagram, through views, reach, engagement and impressions. Ultimately, we wanted to bridge the gap between our TV viewership and TikTok/Instagram audiences, creating more than just a sponsorship, but a culturally relevant partnership.
When thinking about the many ways Gogglebox and Three made for a great team we hit upon ‘second-screening’ – the act of scrolling on your phone while watching TV. In fact, a 2024 BT study found 35% of Brits regularly view a second screen while watching TV.
This sparked an idea: why don’t we highlight the beautiful and relatable ways people interact with their phones while watching TV?
Introducing ‘phoneisms’ a catchy word we use to describe the relatable things people do while ‘two-screening’ on their phones.
As many as 50 ‘phoneisms’ were featured. Including…
Camspam [kæmspæm] – People constantly sending pictures of the same pet, kid, plant etc.
Tappcident [tæpsɪdᵊnt] – Accidentally liking someone’s picture.
Chargageddon [/tʃɑːrˈɡɛd.ə.n/] – Panic induced by forgetting your charger.
Inapproprimoji [/ɪn.əˌprəʊ.priˈmoʊ.dʒi/] - 🤤🍆🍑💦👉👌.
We called on our long-built eco-system of TikTok creators and the nation’s favourite Gogglebox characters to bring our ‘phoneisms’ to life.
Our eclectic mix of hilarious creators, 72 in total, related their phoneisms to phone-users and TV-watchers from all walks of life - reaching audiences in ways other advertising can’t and creating an authentic and insightful connection to their lives.
Weekly compilations of the best content from our TikTok creators and Gogglebox talent hit social, educating the masses about the hilarious and heartfelt phenomenon of ‘phoneisms’ far and wide.
We wanted to solidify the connection in the minds of our audience between Three and Gogglebox, showing how our partnership is an interdependent system of content which transcends a simple sponsorship. The results saw us reach new heights of engagement and surpass our goals.
We reached a whopping 10,000,000 more people for series 23 compared to series 22.
VTR: 6.3%
Reach: 29,100,000
Total impressions: 160,456,972!
And most importantly emphasising the link between Three and Gogglebox in the hearts and minds of people across the UK.
We’d say that’s one ringing endorsement!
