ITV to Twitter Primeval as third series kicks off

by Ben Bold, Brand Republic 20-Mar-09, 09:50

LONDON - ITV is ramping up its social media strategy by getting fans of sci-fi dinosaur drama 'Primeval' Twittering as it the third series debuts with feeds embedded in a Twitter window beneath its online player.

ITV, which is encouraging viewers to share comments about the show, will also webcast seven minutes of the first episode 48 hours before its full ITV1 and ITV.com/primeval premiere on March 28.

The initiatives are part of an online push by ITV, which also includes the launch of 'Primeval Evolved' -- a week-by-week interactive adventure on ITV.com that ties into the main programme's narrative and will be promoted at the end of episodes on ITV.

Each of the spots, which ITV is dubbing "flexi promos" (designed to showcase ITV.com content after a show), will carry a codeword enabling viewers to complete each week's tasks.

The Primeval website will also carry video content featuring the cast and creatures from the show, galleries, character biographies, behind-the-scenes clips and a competition.

Kate Bradshaw, ITV.com's head of online commissioning, said: "Fans love to discuss our shows on Twitter, so we thought we would make it a more visual experience by making their comments appear alongside the content itself.

"The level of engagement around our programme brands on Twitter is high and this is a great way to allow the fan community to have their say in a way that is attached to the content.

"We are increasingly featuring the feeds for our big shows on ITV.com and social media is proving to be a great way of deepening our relationship with fans."