So E4 teen drama ‘Skins’ is back. For those that don’t know Skins is a UK drama that follows the lives of a group of teens living in Bristol. Now in it’s third season, it’s back with a new group of characters.
Like the series that proceeded it the third season is a triumph in nearly every aspect. Unfortunately that missing aspect is the programme itself!
The problem (or genius is you like) with skins is that they have turned the art of programme making on its head. Conventionally the process (and list of importance) is; write the script, find a cast, create the programme, create the advert, market the programme. What they seem to have done with skins is have a truly brilliant marketing campaign, but then seemly forget to actually create a good programme.
The real problem is that this works! People watch the programme, people talk about it, they might think its awful but they still watch it and they talk about it even more.
The marketing campaign is truly impressive. The ads are edgy and exciting and leave you wanting more, on the other hand the programme lacks edge and drags along. As with any good campaign there’s a lot more than TV ads, you’ve got competitions, sponsored gigs, and some great digital content spanning mini sites, virals , and social networking profiles. Of course this all runs along way before the first programme is aired gaining the series a set of hardcore fans that won’t miss an episode before they’ve even seen it!
All this fits nicely with Psychologist Cialdini’s principles of influence, specifically that of consistency. People desire to appear consistent in their actions and will often go to great lengths to remain so. If before viewing someone decides they like the programme, tells people they do verbally or perhaps by signing up online, they will be inclined to try and appear to retain this view whatever the content of the programme.
If you’ve not seen it, just watch this great video above, don’t ruin it by watching the show.
I wonder how sustainable that is…