PR team: Hot Cherry
Timescale: September 2009-January 2010
E4 asked Hot Cherry to run an online PR and social media campaign to promote its new comedy drama series Misfits.
- To get people to watch the Misfits series
- To get people talking about the show online throughout the series.
Strategy and plan
Hot Cherry invited the most influential and relevant bloggers to a secret pre-screening of the first episode and gave them the opportunity to conduct podcast and Twitter interviews with the show's writer Howard Overman. The bloggers promoted their interviews and experience online. E4 also created a game in which players became different characters from the show. The agency sent this to the most influential gaming blogs websites and social networks to spark a viral effect.
Measurement and evaluation
Misfits' Facebook page had 100,000 fans, and more than 3,000 people tweeted about the show each hour during broadcast and the Misfits game was played more than 100,000 times. The show received more than 350 pieces of online coverage. The Guardian ranked the show as 'one of the best moments in television in 2009'.
Misfits averaged more than one million views per episode across E4 and Channel 4's on-demand channel. E4 commissioned a second series to be broadcast later this year.