The energy giant has used an online panel to recruit three families, all of which want to save energy but don’t know how, to feature in the web series, called Energy Fit Street.
The episodes will be shot in a documentary style, with each of the families recording video diaries to show their progress.
Viewers can watch the episodes on the campaign hub, hosted by MSN, from 14 December.
The four-month tie-up involves IPC titles Woman’s Own and Now, which, along with The Mirror, will feature advertorials on the web series in print and online, and drive viewers back to the campaign site, where all content will be aggregated.
E.On will also drive people to the site via Facebook, where viewers can also watch the episodes, and to its YouTube channel.
Catherine Woolfe, head of advertising and brand strategy at E.On, said, “This is our first real foray into using Twitter and Facebook, and we’ll be using both to drive people to the campaign hub.”
She said reaching people online is “hugely important” and that “the web series lets us engage people with a subject that’s seen as quite dry”.
According to Woolfe, the company is also aiming to ramp up mobile activity in 2011. “We’re looking at expanding into mobile. We lack an iPhone app, so we’ll be looking to develop one in the new year.”
E.On worked with media agency MediaCom and production company FMG, part of MSN, on the campaign.
The tie-up is the latest part of its wider TV Energy Fit campaign, which kicked off last May.
This story first appeared on newmediaage.co.uk