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C4 develops social TV campaign ‘heat4…Live!’

UK broadcaster Channel 4 has partnered with UK media group Bauer Media to create three live second-screen social TV events, 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.

The heat4…Live! marketing campaign kicks off on May 29, with Bauer created editorial and advertising content across all heat platforms, in more! magazine and more’s Facebook site, and a radio campaign on heat and Kiss scripted by the heat editorial team and Bauer radio creative, including the media first of live radio ads on the Bauer network.

heat and E4 will drum up excitement through social media activity in the run up to all three live shows, encouraging audiences to watch the live programmes and share their thoughts with fellow viewers.

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.”

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