MEC Manchester has been working with BBC Three to promote the new series of Bad Education.
The media buying agency brokered a deal between the BBC and BuzzFeed to create, in conjunction with Red Bee, “exciting, engaging and shareable content” to go directly onto the BuzzFeed platform.
“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” explained Mick Style, managing director, MEC Manchester.
“Our suggested 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.”
It’s aimed at 16-34 year olds and the creative features a series of articles based on school situations, aiming to evoke an emotional response.
MEC Manchester also planned the advertising campaign, which appears across the BBC network as well as through Woot on comedy sites including The Daily Mash and The Poke.
Interactive pre-rolls appear on comedy and entertainment sites through Inskin, while YouTube and Facebook will also be used.
Bad Education stars Jack Whitehall and returns to BBC Three next week, the creative launched last night and will run until the middle of September.