The campaign will debut trailers in 3D for the show at cinemas nationwide, to coincide with the release of 3D film 'Clash of the Titans', targeted for its similar audience profile. Trails will also be shown during Sky's 3D football matches at 1,200 pubs.
Beginning today (23 April), the campaign will also be supported with TV, radio and online campaigns, as well as experiental, planned by Rocket.
Red Bee was responsible for creative and placement, outsourcing 3D specialists Inition to replicate the experience of a rollercoaster ride as a 40-second 3D trail, to incorporate the theme of the quiz show.
The show, which will be broadcast in 2D from 2 May, involves members of the public answering questions, while being hurtled into the air on rides at Thorpe Park.
Rachael Fielding, marketing manager at Watch, said: "This has been a really exciting project to work on. Being at the forefront of new marketing technologies has meant that we were able to really bring the campaign to life, which suited the nature of the programme perfectly."
Fielding added: "I'm very proud to be a part of this campaign as Watch embarks on a 3D journey, a first for a digital pay-TV broadcaster, and with the channel being just over a year old, it's a very ambitious project."
Radio promotions will run over the first three weekends of May, with midweek pre-promotions to maximise exposure running simultaneous competitions to engage listeners. Winners will be invited to Thorpe Park to play the games from the show themselves, which will set up another stage of the competition, as listeners must guess what they are describing.
Watch will air ads on terrestrial TV and Virgin's portfolio of channels, and expects to reach 13 million viewers. Trailers will run across key entertainment websites including MSN and Yahoo, as well as a takeover on TV Guide.
Thorpe Park will run branding across its buses and staff will promote the show over the May Bank Holiday weekend.
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