UKTV uses alternate reality game to push Red Dwarf

UKTV has launched an alternate reality game (ARG) in support of its Red Dwarf event over Easter Weekend.

The games acts as a treasure hunt, where visitors can use ‘Cat Nav’ and Google Earth to locate clues and find hidden content online.

The game is being promoted through a series of TV ads across the Dave channel, email alerts to the Red Dwarf fan list and seeding across fan sites, blogs and Facebook groups.

The game was created by Red Bee Media.

Special episodes of Red Dwarf are being shown across the long weekend, with a behind-the-scenes documentary being screened on Easter Monday.

This story first appeared on

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