Channel 4’s in-house marketing team have teamed up with Smash Hits to promote the upcoming season of Derry Girls. The moment-appropriate link taps into nostalgia using a magazine that teenagers would likely have revered.
4Creative and Channel 4 Marketing worked with Bauer Media to produce the 28-page magazine, which includes a detachable double-page spread poster of the cast and classic Derry Girls-themed features such as the Biscuit Tin interview.
The ’90s-inspired campaign nods to the mayhem of the Derry Girls’ “last day of school”, marking the end of an era for girls and the show’s final season.
Over 150,000 copies of the magazine will be distributed across the UK. They’ll also be packed with this week’s Heat and Closer issues, which are on newsstands today.
The work will also be supported by outdoor billboards (OOH) and TikTok-exclusive content. Meanwhile, on Spotify, the music-themed push will inspire fans to create their own mixtape playlists.
Lynsey Atkin, Executive Creative Director at 4Creative, said: “Smash Hits and Derry Girls are a match made in 90s heaven – both icons of their time, wildly popular and with an incorrigible desire to speak their minds. think (even when it gets them to worry.) We loved bringing this campaign to life, giving the Derry Girls (and the little English guy) the full pop star treatment and working with Bauer Media and Lisa McGee to give fans more Erin and the gang before school is out for good.
Lucie Cave, Content Director at Bauer Media, added: “With the third season of Derry Girls set in 1998, reviving our iconic 90s magazine Smash Hits for a one-off special was a no-brainer. Working closely with the Channel 4 team has allowed us to synchronize the energy and essence of both brands throughout the show and ensure that the show is seamlessly integrated across all editorials, including the fan-favorite “Biscuit Tin” interview and the classic ‘How to Dress Like a Pop Star.
Read the full issue here.
The show is believed to be Channel 4’s biggest comedy launch series of the past 18 years, but the launch comes at a time when the UK government is questioning ownership of the broadcaster. It has launched a consultation with a view to a private sale which would take it out of public ownership.