Channel 4’s First Dates is ramping up social media activity this series as the reality show prepares to air its debut celebrity episode.
The broadcaster is working with Twenty Twenty Productions, a Warner Bros. Television Production UK Ltd Company that produces First Dates for Channel 4, and social media agency Social Life to build conversation around humorous and memorable moments.
Social Life has introduced a Vine ‘chat up line generator’ featuring the best content from the show.
The agency’s appointment follows a successful campaign during the previous series that increased social audience numbers by over 40% on Twitter and Facebook fans six-fold.
“First Dates lends itself very well to social channels – authentic soundbites create shareable assets, while intrigue around the celebrity episode will give us extra scope to entertain viewers in the run up to transmission,” said Martin Trickey, Group Head of Digital at Warner Bros. Television Production UK. “This series, social media was incorporated earlier on in the production schedule for the first time, with unique footage captured on set solely to create images, GIFs and Vines.”
The opening episode was the worldwide number one trending topic on Twitter during broadcast.
“Capturing content alongside filming highlights a growing shift in the way entertainment shows use social – it’s becoming a priority rather than an afterthought,” said Laura-May Coope, co-founder of Social Life. “Twenty Twenty has given us an opportunity to produce eye catching content we know works with the target audience and showcase exciting elements of the show in fresh and innovative ways.”
Social Life will continue building First Dates’ social audience and interacting with Channel 4’s Twitter accounts, which will also live tweet alongside @C4FirstDates.
The fourth series will run for 12 instead of the usual nine episodes, concluding at the end of November.