Entertainment - Inbetweeners makes the mainstream

Taylor Herring was asked to promote the third series of The Inbetweeners, showing on E4 and Channel 4

The Inbetweeners: Series 3
The Inbetweeners: Series 3

Campaign: The Inbetweeners Series 3
Client: Bwark Productions
PR team: Taylor Herring
Timescale: April-December 2010
Budget: £20,000

Objectives

- To achieve cut-through into the mainstream market

- To increase audience figures.

Strategy and plan

The first two series of The Inbetweeners had been covered in media such as Heat, Nuts and Zoo, but had not achieved cut-through into mainstream tabloids or broadsheets. Taylor Herring set up an interview with the cast and Sunday Times Culture magazine to secure further media interest. The Sun, Heat, FHM and Zoo were invited on set and given different angles so they did not compete. The PR team negotiated a dedicated photoshoot with FHM magazine for the cast to appear on the front and back cover - a first for any TV show.

Measurement and evaluation

The campaign generated 170 pieces of national print coverage and broadcast interviews including on This Morning, BBC Radio 5 Live and BBC Radio 1. A live webchat with the actors received 13,000 visitors.

Results

The first episode of the new series drew a record average audience of 2.6 million and a 12.5 per cent share, making it the highest rating programme broadcast on E4.

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