Channel 4 has launched a social media campaign ahead of the sixth series of Skins to drive interest in the show’s characters and plots.

The integrated campaign sees a Facebook page created for each of the show’s characters who will use them to interact with fans on both storyline-specific and non-storyline-related conversations between every episode.

Characters will also post comments, pictures and blogs on Twitter as well as videos on YouTube.

For viewers who don’t want to follow all the characters online, all activity will be curated on a dedicated website that will aggregate all the updates happening across each platform.

Cross-platform production company Something’ Else is working with drama producer Company Pictures to develop the campaign.

Michelle Feuerlicht, executive producer of digital, at Something’ Else, said multi-platform shows like Skins need interactive campaigns that are like an extension of the show themselves. “For fans who are signed up to the characters’ profiles, they’re constantly reminded of the show everyday because the updates are appearing in their news feeds”, she said.

The campaign builds on last year’s strategy to produce an online narrative alongside the main TV show but focuses less on Twitter and more on Facebook as the platform for driving interaction.

This story first appeared on Pitch


Published 16 January, 2012 by NMA Staff

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