"It's hugely exciting from a brand perspective as well as for consumers," enthuses Shawn Katz, Castle Lite brand manager.
"The fact that the viewers' choices affect the outcome of the series is in line with Castle Lite's brand proposition as the right choice for consumers who are mindful of how their decisions and choices affect their circumstances."
Entitled CrossRoads, the programme will flight at 7.25pm, just before the news. The series consists of 10 two-minute episodes involving stylish detective and man-about-town, Dex Dube. It will run until March 29.
Interactive television content may be one of the most challenging of programs to produce as the program as the plot is influenced by the viewers. Explains Katz, "Each episode ends with the main character facing two options - which are often tricky, real-life scenarios. Viewers send a SMS giving their preferred option, and the most popular choice determines the storyline for the next episode."
Those who take part in the voting stand a chance to win 10 Nokia cellphones and 100 airtime vouchers each week. At the end of the show, a lucky draw will give 30 participants a chance to win all expenses-paid trips to Johannesburg to join their favourite TV stars at a celebratory event.
The show is being supported by a large multifaceted promotional campaign, where Castle Lite consumers can win prizes in activations that will be held in 1300 outlets around the country.
Print and radio ads are also being used to drive viewership of the new series.
CrossRoads is produced by Curious Pictures, who also brought SA viewers the hit dramas Hard Copy, The Lab and Tsha Tsha. It stars well-known local actors, including popular Top Billing presenter Tumisho Masha as lead actor detective Dex Dube, actor Ernest Ndlovu as Dexs' partner 'Ouman' and ex-Generations actor Abena Ayivor as hot shot lawyer Iris.
