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... (it is) designed to support three major C4 shows over the course of this summer.
The ‘heat4…Live!’ campaign will provide bespoke companion content when the three TV shows are on, as well as a live and interactive online 15 minute ‘show-about-the-show’ following the credits.
The campaign is the result of a successful pitch by Bauer Media, who answered a call from interactive ad agency OMD and Channel 4 for. The live, highly interactive shows are produced by Box TV and hosted by T4’s Will Best and heat Editor, Lucie Cave, with appearances from cast members and Skype chats with celebrity fans.
When the Channel 4 show is being broadcast, the heat4 second screen experience will serve bespoke companion content and curated Twitter feeds, creating an experience akin to the audience watching telly together and bantering with friends. The second-screen experience will spring to life on E4.com and heatworld.com as the shows start, in a new ‘total take-over’ format, and will exist in ‘companion’ mode throughout the duration of the 10 week campaign, as a bespoke entertainment channel/digital hub that lives simultaneously on both partner sites.
PRWeek also covered the news:
...Alongside the video footage, there will be curated Twitter feeds that are relevant to the show.
The first Channel 4 programme to get the Heat treatment will be 'Hollyoaks' at 6.30pm on Friday 8 June.
The campaign, dubbed 'Heat4…Live!', will be promoted through editorial and ads across the Heat magazine and website, in More magazine and More's Facebook site, as well as through a radio campaign on Heat and Kiss.
The activity will last for 10 weeks and, when the main shows are not on air, the partnership will exist as a bespoke entertainment channel on both Heatworld.com and E4.com.
James Walker, acting head of marketing, Channel 4, said:
"The way people watch TV is changing all the time and we're constantly looking to create new and exciting ways that bring audiences to, and engage them with, our shows. Combining Heat's strong editorial with Channel 4's great programming will make for a really captivating viewer experience and we've loved working with Bauer to bring Heat4 to life."
According to PR Week, Bauer Media was awarded the brief after Channel 4 and its media agency OMD a held a pitch to find a solution to fit what Alex Ebdon, head of planning at OMD, said was "Channel 4's pioneering spirit".
Lucy Banks, executive creative director of Bauer Media, said:
"This campaign allows us to use Heat's ability to ramp up engagement and 'editorialise' excitement about great Channel 4 shows with this ground-breaking new format that rewards their viewers – and ours – with an even deeper experience of the stuff they love best. Born out of the huge increase in dual viewing behaviour, driven by Twitter’s increasing popularity, the campaign shows off the complementary relationship between linear TV viewing and social media, and the natural synergies between the Heat and the Channel 4/E4 brands."