Red Bee Media, promoting the series for , has created an internet treasure hunt game which was emailed to 55,000 Red Dwarf fans. The hunt contained codes and hidden links for players to search on Google Earth to find the crew's landing. In the first 36 hours, 4,500 codes had been submitted by fans.
A lonely hearts ad for ‘The Cat' appeared on Gumtree while an ad was placed for two of the cast characters to rent a flat inMayfair.
Two websites: and help to piece together the crew's return to earth.
Alongside this tactic to get fans involved, supposed 'subliminal messages' were used on the Dave channel and website. This was through the use of intermittant flash images of the Red Dwarf spacecraft with the logo ‘Red Dwarf has landed'. Four days in the web page was visited 438,492 times.
The campaign, from UKTV and Red Bee Media, has attempted to gain a range of different viewers, including those who watch Red Dwarf but do not watch Dave, and those who are new to the show.
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