Channel 4 launches live social TV experience

Posted on June 4, 2012


Channel 4 and Bauer Media, owner of several online media platforms, have teamed up to bring an innovative marketing venture to the public. A completely fresh approach, SEO marketers working on the campaigns are likely to be challenged and excited in equal measure.

The concept, called heat4…Live!, will see three live dual screen social events support the most popular Channel 4 TV shows, such as Hollyoaks, which will host the early summer launch.

Marketing for the project started on Tuesday May 29th, with adverts being placed on all heat sites, and More!’s Facebook and magazine sites. There is also going to be partner marketing on heat and Kiss radio stations, which will see an industry first in live adverts.

The “ground-breaking new format” will launch the first event on June 8th, to work alongside the Hollyoaks ‘Savage Party’ special.

The concept will really challenge SEOs in producing quick, effective and relevant content as the show airs. The exciting challenge will continue after the end credits too, as a live online interactive show to discuss the Hollyoaks special will run for 15 minutes afterwards.

It is all about embracing the changing face of TV watching, with dual screens fast becoming the norm in Channel 4’s key demographic. Talking about the project, acting head of marketing for the TV firm, James Walker 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…”

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