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Channel 4 has launched a check-in service for new drama Beaver Falls following a tie-up with US social network GetGlue.

This deal marks GetGlue’s first partnership with a UK broadcaster, and Channel 4’s first check-in service for E4.

Beaver Falls follows the lives of a set of UK university graduates during their time working at a summer camp in California’s Beaver Falls. Once the weekly drama debuts on E4 on 27 July people can check in with the show via the web, and Android, Apple and BlackBerry devices. For each episode they check in for they’ll earn an exclusive Beaver Falls sticker.

Channel 4 has also launched a Facebook page where users can play a series of games to earn badges, which they can then use to enter a competition - the winner will receive a trip to the US. People can also enter the competition on the E4 campaign site.

The broadcaster will also launch a website called Beaver Leaks, dedicated to providing viewers with exclusive content around the show. The aim is to give visitors the impression they’re accessing additional, exclusive content that’s leaked by members of the production team and characters during filming (nma.co.uk 6 July 2011). It will launch midway through the first episode.

Channel 4 head of digital marketing Steve Forde said the aim of the GetGlue partnership is to test the E4’s audience’s appetite for TV check-ins. “It’s the natural progression of second-screen viewing, and we’ll be looking at using it for Skins and Misfits if it’s a success,” he said.

The move marks the latest step in the broadcaster’s strategy to integrate its content with social networks including Facebook, with which GetGlue integrates. Earlier this month it streamed live behind-the-scenes content from T4 on the Beach exclusively on Facebook for the first time (nma.co.uk 8 July 2011).


Published 20 July, 2011 by NMA Staff

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