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Skins Website: Focus on marketing
Intro:
-“Skins” is marketed as a lifestyle not just a programme
-The webpage appeals to the teenage online community, giving the programme a wider reach
-The image of channel4 and “Skins” is exhibited as young and cool, and underground, marketing the brand to an audience of middle class indie teenagers
-The “Skins” community tries to reflect the lifestyle of its target audience
Features:
“get involved with Skins Series2”:
-offers the chance for viewers to give feedback on series1
-encourages interactivity and brand loyalty, ensuring an audience for the second series
featured background:
-designed by the “background competition” winner
-encouraging interactivity and an active audience, gets the audience more involved with the band, feel more loyalty towards the programme
-colourful and vibrant: youth orientated
-brick walls/ hearts/ neon: typical scenester iconography to promote a “cool”, underground image, and to target the niche audience
“unseen skins”:
-non-linear entertainment, aside to the narrative
-gets the audience more involved with the characters and the show
-offers a more personal experience through vertical integration, so that there is a proliferation of choice around how the programme can be experienced, associating the brand with cutting edge entertainment and the non-linear experience
episodes:
-all broadcast episodes can be watched at any time
-flexible and convenient for viewer, so Skins has wider reach- appealing to a wider number of the teenage audience who are often busy socialising or on-the-go
-future episodes are not broadcast, so that the scheduled programme does not lose its audience
free downloads:
-by signing up you able to download wallpapers, logo, theme tune
-chance to feel part of “Skins” community, encourages interactivity
-chance to distribute merchandise
-chance for audience to interact, and feel closer to the brand
-chance for exposure to potential consumers- through wallpapers, ring tones etc.
competitions:
-able to redesign the logo, style the characters for a shoot in More magazine, compose the music which will accompany a scene in episode 5, and create a short film based around one of the characters
-encourages interactivity, and makes the consumer feel that they have helped create the "Skins" brand, and followed it's production- encourages strong brand loyalty
forum:
-able to discuss the programme with other members of the Skins community
Intro:
-“Skins” is marketed as a lifestyle not just a programme
-The webpage appeals to the teenage online community, giving the programme a wider reach
-The image of channel4 and “Skins” is exhibited as young and cool, and underground, marketing the brand to an audience of middle class indie teenagers
-The “Skins” community tries to reflect the lifestyle of its target audience
Features:
“get involved with Skins Series2”:
-offers the chance for viewers to give feedback on series1
-encourages interactivity and brand loyalty, ensuring an audience for the second series
featured background:
-designed by the “background competition” winner
-encouraging interactivity and an active audience, gets the audience more involved with the band, feel more loyalty towards the programme
-colourful and vibrant: youth orientated
-brick walls/ hearts/ neon: typical scenester iconography to promote a “cool”, underground image, and to target the niche audience
“unseen skins”:
-non-linear entertainment, aside to the narrative
-gets the audience more involved with the characters and the show
-offers a more personal experience through vertical integration, so that there is a proliferation of choice around how the programme can be experienced, associating the brand with cutting edge entertainment and the non-linear experience
episodes:
-all broadcast episodes can be watched at any time
-flexible and convenient for viewer, so Skins has wider reach- appealing to a wider number of the teenage audience who are often busy socialising or on-the-go
-future episodes are not broadcast, so that the scheduled programme does not lose its audience
free downloads:
-by signing up you able to download wallpapers, logo, theme tune
-chance to feel part of “Skins” community, encourages interactivity
-chance to distribute merchandise
-chance for audience to interact, and feel closer to the brand
-chance for exposure to potential consumers- through wallpapers, ring tones etc.
competitions:
-able to redesign the logo, style the characters for a shoot in More magazine, compose the music which will accompany a scene in episode 5, and create a short film based around one of the characters
-encourages interactivity, and makes the consumer feel that they have helped create the "Skins" brand, and followed it's production- encourages strong brand loyalty
forum:
-able to discuss the programme with other members of the Skins community
-encourages interactivity
-enables social networking, another media activity- "Skins" brand shown as a lifestyle, and key to entertainment
-encourages rumour, hype, and word-of-mouth low-key marketing around the brand
“Us” section:
“Us” section:
-blogs, vodcasts and pictures of the characters to view
-makes Skins a lifestyle, not just a programme
-“cool” image that teenagers want to get involved in
-design imitates myspace and blogs of teenagers in online community
-makes Skins a lifestyle, not just a programme
-“cool” image that teenagers want to get involved in
-design imitates myspace and blogs of teenagers in online community
-wider reach/encourages interactivity/narrowcasting- in that it targets the emo online mySpace community
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