Crossroads is conceptualised for Castle Lite by Brand Activation 141 and produced by Curious Pictures.
“Castle Lite Crossroads is one of the most exciting projects that we have been involved with. “The runaway success of the first season inspired us to create the next installment,” says brand manager Shawn Katz.
According to Katz, the series has delivered an innovative platform for the brand. He says Castle Lite is using Crossroads to communicate its brand mantra, “Making The Right Choice”, by engaging its audience through the interaction with the teleserial – effectively prompting viewers to make the right choice and to live the message of the brand.
In the second season, Detective Dex Dube returns with a new supporting cast to solve another mystery, simultaneously partnering with millions of South Africans to determine the outcome. The series will be supported by consumer activations, an interactive website, PR and a consumer competition across all platforms.
The first season of Crossroads delivered ARs of 143 and producers received more than 45 000 text messages during the run of the show. Katz anticipates that the second installment will better last years' figures.
Castle Lite Crossroads airs every Friday night at 8:57pm from 1 February, just before the music show ‘Live', with repeat viewings on Mondays and Tuesdays.
