Channel 4’s First Dates has appointed Social Life to run all social media activity around the show. The broadcaster’s reality-style dating programme, produced by Twenty Twenty Productions (a Warner Bros. Television Production UK Ltd Company) is currently on air with its third series. Social media agency Social Life was commissioned to produce editorial content plus […]
Channel 4’s First Dates has appointed Social Life to run all social media activity around the show.
The broadcaster’s reality-style dating programme, produced by Twenty Twenty Productions (a Warner Bros. Television Production UK Ltd Company) is currently on air with its third series.
Social media agency Social Life was commissioned to produce editorial content plus image and video assets for the @C4FirstDates Twitter account and Facebook page. Social Life has overseen the social media operation for the show on an ongoing basis, and launched a Vine account, where video clips of memorable moments are hosted from each episode.
“First Dates has always been a much loved show, and this series is really bedding in with its audience,” said Martin Trickey, Group Head of Digital at Warner Bros. Television Production UK. “It’s one of those programmes where you feel compelled to start using social media to let others know what you think. There are a lot of water cooler moments.”
Trickey continued: “For a rig programme – where cameras are present in the background to get a more natural feel – and where most characters only appear in one episode, we’re seeing the best response on Twitter. It works because people talk about things in the moment. Social Life has done a great job building that audience. The agency brings an energy and freshness, and viewers are responding well to it.”
The opening episode of series three was the worldwide number one trend on Twitter at the time of transmission.
“First Dates is the perfect show to reflect socially – the themes are relatable and evoke a variety of emotional reactions from the audience,” said Laura-May Coope, co-founder at Social Life. “We’ve focused our social activity on the memorable characters presented each week, and the phrases and moments that entice viewers to join the broader conversation on Twitter and Facebook to see if others are sharing their cringes and laughter. Launching Vine as a supporting social platform has been a great way to tease content before and after shows, ensuring conversation around First Dates runs throughout the week.”
