E4 has turned to Snapchat to promote the launch of new crime drama Glue.
Created with youth marketing agency Livity, a series of snaps will be sent via the e4snaps account, including videos introducing young people to the characters they will meet, to competitions giving them a chance to participate by sharing secrets and mysteries from their own hometown.
Daisy Mount, marketing manager at E4, said: “For Glue, we wanted to create a noisy, nationwide campaign and Livity’s work on Snapchat is an important part of that, offering viewers a unique way to get to know the characters before they meet them on screen. The campaign puts young audiences at its heart and brings a fresh, new approach for reaching E4’s heartland.”
The campaign by Livity hopes to draw young people in to the show before it airs.
Lianre Robinson, director at Livity said: “In the world of young people, it’s no longer enough to expect to reach them in traditional places – as a brand, it’s all about staying one step ahead of the curve by creating new experiences with the potential to tap into their imagination wherever they go. Snapchat is one of the most powerful platforms for 13-25 year olds and we’re extremely excited to be using this powerful channel to take this incredible drama off the TV screen and onto the mobile handsets of thousands of young people.”
Brands such as Betfair, MTV and Co-op have already used Snapchat.