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 on Twitter, pics and blogs on Tumblr 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 producers Company Pictures to develop the campaign.
Michelle Feuerlicht, executive producer of digital, at Something’ Else, says 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”, says Feuerlicht.
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 interactions.
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