Channel 4 has launched a left-field marketing campaign to promote the final series of its hit sitcom Derry Girls, reviving 90s staple Smash Hits magazine for a special edition.
The collaboration with Bauer Media marks a departure from established marketing channels, and the TV network’s in-house agency 4Creative will be hoping to generate a healthy buzz ahead of Derry Girls’ return to screens on 12 April.
The Smash Hits spin-off edition will be centred around a “last day of school chaos” theme to tie-in with the show’s final season.
Over 150,000 copies of the magazine are set to be printed and sent out to newsagents nationwide starting 5 April. Copies will also be available as part of this week’s Heat and Closer magazines.
The 28-page special will also be bolstered by out-of-home advertising and fans of the show will be able to access an interactive experience of the magazine via social media platform TikTok.
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“Smash Hits and Derry Girls is a match made in 90s heaven – both icons of their time, wildly popular and with an incorrigible urge to say what they think (even when it gets them into trouble),” 4Creative executive creative director, Lynsey Atkin said.
“We have absolutely loved bringing this campaign to life; giving the Derry Girls (and the wee English fella) the full pop star treatment and working with Bauer Media and Lisa McGee to give fans even more of Erin and the gang before school’s out for good.
Bauer Media chief content officer, Lucie Cave added: “With season three of Derry Girls set in 1998, reviving our iconic 90s magazine Smash Hits for a one-off special was a no-brainer.
Working incredibly close with the Channel 4 team meant that we were able to be keep the energy and essence of both brands in sync throughout and ensure that the show was seamlessly woven throughout all editorial.”
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