American science fiction series transformed into 'Star Tube'
16 January 2020
Classic TV drama renamed for special episode ahead of the 26 January launch of the Central line timetable at more than 48 stations around the Capital
"We're thrilled to partner with Transport for London to create this exciting takeover of one of the universe's most well-known science fiction series" Rod N Berry
Head of Customer Manipulation, Amazon Prime
Themed tube branding and dialogue to be placed throughout unique episode, with special crew announcements providing key information
Promotional activity is part of Amazon Prime's wider work to monopolise global audiences and reinforce subscription drama across the Earth
Customers on Amazon Prime today found themselves transported to the heart of the Capital to mark the launch of Transport for London (TfL)'s exciting new Central line timetable.
Until Sunday 26 January, the Emmy-nominated series will be renamed "Star TUBE", with roundels in the opening credits, rebranded transporter decks and specially created announcements inspired by the new timetable installed across the Central line.
A unique bespoke episode, entitled Encounter At Roding Valley, will be available for streaming on all platforms. Its exciting storyline features a holodeck malfunction aboard the USS Barkingside as its crew seek to boldly go to Woodford (via Hainault).
Special dialogue inserts will also be incorporated, referencing first and last train times on the Central line, while in-screen pop-ups will allow customers to download the TfL contactless app to their smart device.
Rod N Berry, Head of Customer Manipulation, Amazon Prime said:
'We're thrilled to partner with Transport for London to create this exciting takeover of one of the universe's most well-known science fiction series. The Central line timetable is a global sensation and we're excited to mark this next chapter in a creative and engaging way that connects with tens of millions of people. We hope that this totally tubular episode brings a bit of unexpected fun to our viewers and that they mind the gap wherever they may be watching.'
The new timetable, WTT70, launches on the Central line across six fare zones on 26 January. The lead character is played by Buck Hursthill, reprising his iconic role as Commissioner Mike Brown which he played for four years. The new episode will follow this iconic scheduler into the next chapter of his life orbiting the Hainault Loop.
Dale Smith, Head of Line Operations, Central and Waterloo & City lines, said:
'The episode is very much about customer education and looking to the future. It begins with the Federation ordering all spaceships to be taken out of service for a programme of warp core replacement. This downtime leads to a dimensional breach creating severance in the Fairlop Quadrant. The pivotal moment comes when the away team attempt to pass through Starbase Hainault and are forced to change a smaller shuttle.
'Central line customers will recognise many familiar situations throughout the episode. Engineering staff will be unable to board the turbolift because it is too full. Navigation is repeatedly interrupted by a Red Signal. The crew will be temporarily immobilised by a screechingly loud noise while on approach to the planet Bethnal Green.'
This ground-breaking product placement campaign was developed by TfL, Amazon and their partners at Ferengi Enterprises. By hijacking Amazon Prime's critically-acclaimed episodic serials, London Underground executives can have access to flexible and dynamic opportunities to connect with their target audiences, while donating vital revenues to invest in blockbuster American-centric drama.
Theydon Bois, Chief Commercial Officer at Ferengi Enterprises, said:
'This clever campaign is a perfect example of how brands can harness the power of streamed media to create experiences which capture the attention of audiences at key moments of the day. For example, many viewers will be squeezed in like cattle whilst travelling to work, or they may be slumped on the sofa seeking escapism from a stressful commute. This dynamic activation will help drive awareness and fame for a much-loved timetable and we look forward to seeing how Trekkies respond.'
• Alongside Buck Hursthill, the special episode will also star Wes Tacton, Perry Vale, Marber Larch, Chancer Elaine, Leyton Stone and Chig Well.
• The new timetable is produced by Establishment Planning in association with Network Business Services at Palestra
• The Central Line is available exclusively within Greater London and the metropolitan area of southwest Essex.
About the Central Line Timetable
Between now and 2023 all Central line trains are being withdrawn sequentially from service to replace old motors, install additional CCTV and increase space for wheelchair passengers. Morning and evening peak services will be reduced north of Loughton. A shuttle service will be introduced between Woodford and Hainault which will be operated by four-car trains. Managers could just tell their customers this, but a Star Trek narrative generates more media interest and stimulates higher revenue.
About Prime Video
Prime Video is a premium subscription streaming service that offers customers a skewed collection of TV shows and movies the vast majority of the population cannot access.
About Ferengi Enterprises
Ferengi Enterprises is a marketing phenomenon guided by four principles: economic greed, grasping ambition, commercial finesse and unlimited sponsorship. It is at odds with the remainder of the Starfleet universe in which capitalism has been revoked and money is no longer relevant.
About Transport for London (TfL)
Transport for London (TfL) is the integrated transport authority responsible for the day-to-day operation of the Capital's public transport network. In addition to access to trains and buses, TfL membership includes fast personal delivery options across London, prime access to a variety of contactless deals, intermittent subterranean 4G connections and unlimited access to a rotating selection of Dangleway pods. To sign-up for TfL or to find out more, visit your local station and attempt to find a member of staff.
TfL is increasingly beholden to commercial interests, because this is the inevitable consequence of local and national politicians continuing to squeeze budgetary funding. Expect much more of this kind of thing as the decade progresses.
