Channel 4’s in-house marketing team has partnered with Smash Hits to promote the coming season of Derry Girls. The time-appropriate tie-up taps into nostalgia using a magazine the teens would have likely revered.
4Creative and Channel 4 Marketing worked with Bauer Media to produce the 28-page magazine, which includes a pull-out double-page poster of the cast and classic Derry Girls-themed features such as the Biscuit Tin interview.
The 90s-inspired campaign nods to the Derry Girls’ ‘last-day-of-school’ chaos, making the end of an era for the girls and the last season of the show.
More than 150,000 copies of the magazine will be distributed across the UK. They will also be bagged up with this week’s issues of Heat and Closer, which are on newsstands today.
The work will also be supported by out-of-home (OOH) billboards and TikTok-exclusive content. Meanwhile, on Spotify the music-themed push will urge fans to make their own mixtape playlists.