The guys at Channel 4 know what they are doing. With the launch of the second series of Skins you've got a product aimed at 16-24 year olds. So hit 'em with community based marketing and plenty of UGC. Talk with 'em, not at 'em. Que the creation of a Skins website and MySpace ecosystem with exclusive content on the up coming series available only to members and for a limited number of views only. Plus UGC tour parties where genuine and creative enthusiasts of the brand can enter a competition to create a theme and interview or photograph the cast. Feed content from the party back into the online community, naturally. All this gives the consumers a real sense of ownership of the brand (vitally important for a segment who have grown up in a world of consumer built SNS, customizable brands etc), helps fuel a 'get there first' mentality amongst the community and creates cost effective buzz around the brand.
This is additionally a great example of IMC. Where the offline and online worlds are treated as one. Which of course is exactly what they are. We don't sit as a little avatar in our computer and adopt a completely new real-world persona as soon as we are out the front door. By seamlessly combining the tour parties with the online ecosystem, the Channel 4 marketeers show us how it should be done. Again.
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