Channel 4 taps Snapchat to tell the story of Ackley Bridge students

Some of the Ackley Road students share their experiences

Channel 4 is claiming a UK first by airing new scenes of its drama Ackley Bridge on Snapchat in a bid to drum up excitement among young people.

Social media agency That Lot and production company The Forge are pushing the additional content on the social media platform today ahead of the show’s airing on Channel 4 at 8pm Wednesday 31 May. The goal is for the high school age characters to tell their stories in the way young people are, via short form Snapchat videos, in a vertical style.

The content looks to introduce lead characters from the show, with subsequent episodes to be subsidised with additional videos that will help build the world outside of the allocated TV broadcast.

James Walker, head of marketing for Channel 4, said: "At Channel 4 we are always looking to innovate with how we promote our programmes. This Snapchat series, aimed at reaching millennials on the device they use most, offers young audiences a way to engage with the world of Ackley Bridge and extend their viewing experience in a way that feels authentic to the platform whilst perfectly complementing the TV viewing experience."

David Schneider, creative director of That Lot, added that the work has “pushed at the boundaries of what's been done on social media and TV".

“For Snapchat fans, used to watching with their phones in their hands, it's a bold new step when it comes to 'second screening'," he said. "Oh and it was massive fun to make, with the actors - naturally so familiar with Snapchat - playing and improvising brilliantly as they filmed themselves on our phone."

Check out the Ackley Road Snapchat playlist here. There's a taster of what you are in for below.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.