ITV backs Billie Piper drama with Facebook group
ITV is to make its first foray onto Facebook with the launch of a branded group to promote its risque new drama, The Secret Diary of a Call Girl, starring Billie Piper.
The UK's biggest commercial broadcaster has enlisted the help of
anonymous blogger Belle de Jour, who has gained notoriety on the web for
her autobiographical tales of prostitution.
The blogger has created her own Facebook profile, where she will divulge
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escapades.
In an effort to generate a buzz around The Secret Diary of a Call Girl,
ITV has commissioned Belle de Jour to personally respond to emails and
comments posted on her Facebook page.
ITV has also briefed Dare to create Fantasy Match, a Facebook
application that allows users to pick their darkest fantasies and share
them with friends.
The digital drive forms part of a wider integrated campaign promoting
the launch of The Secret Diary of a Call Girl later this month. The show
is part of ITV2's plans to attract younger, more aspirational viewers.
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