Channel 4 launches content first with Snapchat

Channel 4 wants to drive more younger viewers to its drama series Ackley Bridge by targeting exclusive content to them on Snapchat.

The broadcaster has commissioned social media agency That Lot and production company The Forge to provide viewers with the chance to watch a complementary slew of new scenes from the show on Snapchat from today. 

Channel 4 said it will be the first time the broadcaster has used Snapchat to promote exclusive content in this way. The social media platform has 6.3 million UK users aged between 13 and 24. 

Ackley Bridge is set in a newly-built multicultural academy school in the fictional Yorkshire mill town.

Snapchat users will get unique content shot on set at the same time as the TV drama is filmed. The content will feature the younger characters through a bespoke Ackley Bridge branded Snapchat account. 

Comedian and That Lot founder David Schneider directed the Snapchat content.

The broadcaster cited research by Livity, the youth-led creative network, which found that teenagers and young adults are drawn to entertainment "with more relevant, rounded, less stereotypical teen characters".

Crucially for this campaign, the research reveals social media often propels word of mouth, and "fear of missing out" sentiment can drive content discovery.

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 while perfectly complementing the TV viewing experience."

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