BBC Three partners BuzzFeed for Jack Whitehall show

BBC Three has partnered with BuzzFeed as part of a new multiplatform ad campaign launching today, ahead of the start of the second series of Jack Whitehall's school-based sitcom 'Bad Education'.

The BBC will partner with BuzzFeed to create sharable content related to the theme of the show. This will be complemented by ads across BBC TV and radio channels, online ads and interactive pre-roll across comedy-focused sites, as well as YouTube and Facebook activity.

The BuzzFeed campaign features articles related to secondary school such as "12 nightmare classroom scenarios that used to keep us up at night". Articles are presented in the usual BuzzFeed style, with bullet-pointed text accompanied by amusing gifs and images.

The television trailer shows Whitehall's character struggling to control his class, in scenes that echo the events of the first series.

MEC Manchester brokered the partnership between BuzzFeed and the BBC, and planned the campaign. Red Bee Media produced the TV ad and Inskin was responsible for the interactive pre-roll.

The campaign will run until 15 September and targets 16- to 34-year-olds, with the aim of retaining the current audience and drawing in new viewers through shareable content.

Mick Style, the managing director, MEC Manchester, said: "An entertaining show deserves to be promoted in an entertaining way and with this in mind, we have come up with a campaign that we feel really fits 'Bad Education'.

"Our collaboration with BuzzFeed showcases the show's humour in a format specifically designed to appeal to the social generation and will create enormous talkability that we're sure will encourage new viewers to come and see what the programme is about."

The new series of 'Bad Education' starts next Tuesday 3 September.