By Mark Gretton
After a few weeks’ rest, Ford and Channel 4′s trend-hunting online TV show “bite” is back!
With over 2.8 million cumulative views, the first season of the show was a phenomenal success. Averaging around 150,000 viewers per week, each show had higher ratings than any single show on MTV, The Discovery Channel or Sky News. 70% of viewers came back week after week spending an average 5.57 minutes on the site.
This week the girls go to St. John restaurant in London’s Clerkenwell to sample “nose to tail” dining, have a hot tub party and learn to walk like models. Look out for new girl Gemma too.
Watch it NOW at www.channel4.com/bite
“bite”, created by Ogilvy, Mindshare and Channel 4 for Ford, is the definitive guide to emerging trends – BEFORE they become mainstream. The concept of the show was born out of an Ogilvy/Mindshare project brief of how to engage more with 20-something girls. Channel 4 were briefed and in conjunction with the production company World of Wonder, came up with a proposal that Ford bought in to.
Each show comes in at around six minutes, which makes it really easy to watch at your PC in “bite”-size portions. It can be downloaded as a podcast or watched online and there are bookmarking, Facebook and RSS tagging capabilities on the home page.
Uniquely, the show is actually shot by the presenters, not a production team. These girls aren’t actors, but hand-picked real-life mavens, specifically chosen for their knowledge of all things cool in the world of music, fashion and fun things to do.
In addition to the actual show content, there are interviews with the girls in Heat magazine, banner activity all over channel4.com, a ‘bite’ page on Yahoo.com, Facebook communities, a WAP site on Yahoo’s mobile portal, teaser clips on YouTube, Boreme, Metacafe, Daily Motion, Google Video etc…
The media deal was put together by Mindshare and the project is creatively directed and project-managed by Ogilvy Advertising.