Çukur (The Pit) is one of the most popular and most watched TV Series in Turkey that tells the story of a dangerous neighborhood ran by a noble mafia family. A neighborhood that all men needs to be rock-hard

Since every episode of Çukur (The Pit) has been watched by 5 million people in average and the male characters had been representing all the wrong gender stereotypes that we fight against, it was a perfect environment for us to spread our message.

TV Adbox (A hybrid broadcast broadband TV technology) was a new technology that enables advertisers to create interactive ads on TV.

So, we created a project that combines the popular TV series and TVAdbox technology.

New episode of Çukur was created in collaboration with scriptwriters. We scripted 4 different conflict scenes - where 4 different male actors hurt another character’s feelings.

Then viewers were asked via frame ads:

“Which character should apologize? The destiny of the episode is in your hands! Send your choice via Smart TV remote control or on social media. The most voted character would apologize in the very same episode while streamed on TV!”

Each character was assigned a specific color button on remote control. Also, viewers were able to send votes via Twitter.

The voting results were shared after the first half of the episode. Then we broadcast apology scene of most-voted character in the episode.

We aired another frame ad on TV; “Now, it’s your turn. Share your apology message with the hashtag on Twitter”.

Thousands of apology messages shared on Twitter and we broadcast selected ones on TV.

The episode was watched by 5 million people.

In total, 5249 votes were collected through Smart TV’s and Social Media. (1582 from Smart TV, 3667 votes from social media.)

3750 apology messages were shared on Twitter with our hashtag #Kirdiysakozurdileriz

We reached 1.216.226 people on Twitter.