The cult TV show Red Dwarf's new series Back to Earth returned to UKTV screens on Dave. Red Bee Media attracted the target audience of 16- to 34-year-old viewers who aren't Dave fans by building an online and on-air campaign. The group intrigued fans by creating a complex trail of Alternate Reality Game activity. Subliminal messages on the Dave channels and its websites alerted viewers that something 'special' was coming.