Channel 4
Challenge
C4 wanted to experiment with new ways of telling stories. They wanted to blend Facebook, Twitter and games within 'The Wall' – an exploratory experience, where fans could unlock exclusive content as the series progressed.
Everything needed to be intrinsically linked to the TV drama, with stories weaving from TV to web and back. All content had to be visually linked to the programme brand, creating an exciting, immersive Misfits experience.
What We Did
The E4.com Misfits live digital experience was designed to create a hub for all the social networking activities taking place on Twitter, Facebook, YouTube and E4’s forums.
These live digital events were delivered to expectant audiences at the moment the live transmission finished, providing fresh content to continue conversations and social interactions.
All the digital was painstakingly designed to accurately reflect the show’s narrative, humour, aesthetic and language, giving fans an incredibly rich and varied extension of the TV series.
What Happened
During the two months of transmission, the website achieved a staggering 2.7 million visits and 10.7 million page views, doubling traffic from series 1.
38% of the TV audience regularly visited the website – quite an incredible achievement, as TV-to-web conversion for a show is normally only around 1% on average.
We achieved 140k combined followers on Twitter. Facebook fans grew to 940k - growing 836% in
a year.
Our original videos were viewed 1.4m times and the site helped to drive 4 On Demand views up to 6.4m
The digital element of the show has been nominated for multiple awards in 2011 including two BAFTAs.
