Channel 4 will promote the 3D season for two weeks before it airs and during the programming with idents before and after shows. All adverts will carry Sainsbury’s branding.
In the week before the shows air, 10 million pairs of 3D glasses will be given away free at 500 Sainsbury’s stores, in the widest free distribution staged by a broadcaster.
The programmes can be viewed on standard televisions but viewers will need the 3D specs to watch the special effects.
The programmes will include previously unseen 3D footage of the Queen’s coronation in a documentary called The Queen in 3D, Derren Brown’s 3D Magic Spectacular, The Greatest Ever 3D Moments and several 3D films.
Alex Seligman, Senior Brand Manager at Sainsbury’s, said: “This is an innovative idea from Channel 4 and we’re delighted to be part of such a big TV event. We hope customers will enjoy trying something new and we’re sure they’ll see the difference.”
The broadcaster is also looking for other advertisers to experiment with 3D adverts during the weeklong season.