The gritty teen drama reflects the realities of growing up, and the campaign aimed to reward loyal viewers with a glimpse of the first episode and evoke the wild party scenes shown in the programme.
The events, from 1-9 February, included live performances from up-and-coming artistes such as New Young Pony Club, Mylo, DJ Yoda and Crystal Castles. Each venue was chosen for its uniqueness and included Motion Skate Park in Bristol and the Old Fire Station in Newcastle. The theme centred around the show and featured mini bedrooms and living-room sets with huge, spray-painted picture frames. These were created by The Decor Doctor.
The campaign was organised by Ten Alps Live. Matt Priest, the agency's head of music, says: "E4 wanted us to steer away from conventional clubs to get the right atmosphere. We screened the episode beside a canal in Bristol and outside a railway arch in Birmingham. We also ran DIY DJ sessions, which involved people registering before the event and bringing their own records down."
What were its objectives and target market? E4 wanted to create noise about the new series and give something back to the Skins community. Sarah Martin, Channel Four's E4 and entertainment marketing manager, says: "The events were aimed at over-18s. Skins' viewer profile also includes parents, because they want to understand their children's generation. Naturally, the parties attracted 18 to 25 year olds, which is our target audience for the show."
How many individuals did it hope to reach? The 6,000 free tickets were available on a first come, first served basis from 17 January and 'sold out' within 13 minutes of it going live.
How is the success of the campaign being evaluated? The success of the events has been particularly evident on community message boards. Regional press coverage was also secured. Martin adds: "It is the first time E4 has created such a large-scale, nationwide event to promote a programme. The money we invested in the events comes back to us in the media coverage that we received, in the form of editorial and listings in the music press."
Ten Alps Live
(020) 7878 2486
The Decor Doctor
0845 641 0708.