(from Rich)
The third series of teen drama ‘Skins’ is nearly upon us, which means the promotional campaign has gone into overdrive. For the last couple of series the campaigns have always shunned the traditional online media channels and carried out pioneering ‘Word of Mouth’ activity across social networks. This offering has been expanded for series three, while building on past activity in the same channels, Msn Messenger has been added to the mix. By adding ‘Skins’ as an Msn contact it shares exclusive content in real time during the show including previews of the next episode, music guides, video diaries and behind the scenes footage.
Research shows that the ‘Skins’ target audience are all hanging out on Msn, furthermore they actually ‘Media Stack’ and use it while taking in other forms of media like television. Although not anything particularly new, I remember Pop Levi doing this a while back, its a great example of taking engaging content directly to your audience.