The Misfits Online Experience, an innovative cross platform campaign to promote E4’s hotly anticipated new comedy drama Misfits.

Six to Start has worked with Clerkenwell Films and Channel 4 to develop the Misfits Online Experience, an innovative cross platform campaign to promote E4’s hotly anticipated new comedy drama Misfits.  The interactive prospect embraces a whole range of UK television drama and cross platform firsts including bespoke Twitter campaigns.

The main characters will also feature on social networks – often active and live during the programme’s broadcast.  Selected characters will have Twitter accounts and will tweet while the show is broadcast – as well as between episodes. They will also have Facebook profiles and other relevant social media accounts such as Flickr accounts and Youtube channels. All this activity is being managed by leading UK digital media company Six to Start (We Tell Stories, Liberty News for Spooks), written and devised with Clerkenwell’s writers and producers.

We’ve built a hub for the Misfits Online Experience at http://www.e4.com/misfits, integrated right into E4’s standard templates. We designed and developed seven exclusive panoramic scenes that will be released episodically alongside each programme. Each week, we let the show’s audience step into the episode’s environment, collect objects to unlock rewards that will add more depth to the story, show behind-the-scenes material and ultimately unlock a bonus game, bridging the way to bonus scenes and characters. The first six scenes preview episodes with the final scene acting as an exclusive online conclusion  to the series’ climax.

What people have said:

• Media Guardian: ”New E4 drama Misfits is to be the first UK programme to have characters tweeting live on Twitter when it is aired next month.”
• Generation Star Wars: “Misfits will embrace, in the words of Channel Four’s Steve Berry, ‘transmedia storytelling’. This is storytelling across multiple forms of media with each element making distinctive contributions to a viewer’s understanding of the story world. By using different media formats, it attempts to create “entrypoints” through which consumers can become immersed in a story world. And, perhaps most coolly of all, audiences will be able to officially follow the protagonists on Twitter”
• “From the moment we saw the scripts we knew that this was something that would work brilliantly for online audiences. By using the freshest of writers and production companies in Howard Overman and Clerkenwell and hottest digital talent in Six to Start and Preloaded, we’ve delivered a uniquely engaging, playful and hopefully sometimes hilarious exploration of the drama and its characters, which, with Clerkenwell’s direction, has the DNA of the series running through it.” – Louise Brown, Head of Cross Platform Commissioning, Channel 4

Credits

Misfits Online is a Six to Start production with Clerkenwell Films for Channel4/E4.

At Six to Start:

• Dan Hon (Exec Producer)
• Kim Plowright (Producer, Project Management)
• Robin Ray (Assistant Producer)
• Claire Bateman (Junior Game Designer)
• Jo Roach (Creative Consultant)
• Antonio Gould (Producer, Sponsored Content)
• Lisa Long (Finance)
• Dean Vipond (Graphics)
• Dave King (Photography)
• Gary Moyes (Photography)
• Phil Gyford (Technical Development)
• Lee Maguire (Technical Operations)
• Ben Edwards (Writing)
• Sam Leifer (Writing)
• Rose Heiney (Writing)
• Roopali Sharma (Production Intern)

At Channel 4/E4

• Louise Brown (Cross Platform Commissioner)
• Camilla Marshall (Commissioning Editor, Drama)
• Robert Wulff-Cochrane (Head of Development, Drama)
• Jody Smith (Editor, E4.com)
• Sarah Rogers (Project Manager)
• Paul Edwards (Technical Project Manager)
• Layla West (E4.com)
• Jade Raad (Sponsorship Executive)
• Sarah Martin (Marketing Manager, E4)
• Andy Pipes (Digital Marketing Manager)