With its sitcom #FridayNightDinner returning to our screens, @Channel4 saw an opportunity to turn the launch into a ‘must-see TV event’, by engaging younger comedy fans on Twitter. The station decided to use Twitter to build excitement and boost awareness for the upcoming series.
With the start of the new series of #FridayNightDinner just around the corner, @Channel4 took to Twitter to cultivate excitement and drive conversions for the series premiere.
In the lead-up, @Channel4 used a Heart to Remind to build anticipation amongst comedy fans. It offered them a teaser of the new series, along with the option to receive a direct reminder to tune in for the launch.
@Channel4 elevated the conversation on launch day by using the enhanced visibility of Spotlight Promoted Trend to encourage people to use the #FridayNightDinner hashtag for the first episode airing that night.
For the two weeks following the launch, @Channel4 used Promoted Video to sustain the increased awareness and engagement around the launch, and to drive viewership of all past episodes of #FridayNightDinner on its All4 streaming platform.