Iris promotes ITV’s Austen push
Independent marketing agency Iris has created a digital campaign promoting ITV’s Jane Austen Season.
The ITV programming will include made for TV versions of Mansfield Park, Northanger Abbey and Persuasion - all of which star Billie Piper and Rupert-Penry Jones.
The digital activity launches this week, following the start of the wider campaign which launched in February.
Iris has developed an interactive game dubbed ‘Flirtmail’ that allows females to score their personality traits and discover the male Austen protagonist they are most suited to. Adverts will be placed on a number of female-targeted websites including Handbag.com and the Hello magazine site.
A microsite has also been developed comprising of trailers, behind-the-scenes footage and a competition to win a Jane Austen weekend in Bath.
A range of supporting digital content is available on Classic FM, which includes audio books and podcasts about the productions.
M&C Saatchi have developed the print and outdoor campaign, while the on air and cinema has been created by ITV creative.
Sam Noble, MD at iris, said: “Flirtmail is a really innovative but simple use of standard MPU media, which helps to make the Jane Austen content relevant to today’s audience, while reflecting the fresh approach ITV have taken in producing these films. We think the ads complement the winder campaign perfectly.”
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