Skins PR campaign recognised at awards

Saturday 08th of March 2008

Successful online PR campaigns have been recognised as part of one media provider's awards ceremony this year.

The Media Guardian Awards for Innovation (the Megas) recognised the PR campaign for cult TV show Skins for its innovative use of social networking sites in attracting viewers.

Intended to recognise the most forward-looking use of campaigns by PR companies, the awards also recognised to efforts of digital TV channel Dave and rock band Radiohead for their efforts.

Skins' marketing strategy, devised by PR companies 4Creative, Holler and Naked Communications, was said to be the first show to truly embrace the social networking environment, the Guardian reports.

Judges stated: "This was an interesting new way of advertising and selling a TV programme."

"It was a very integrated approach and really seemed to break new ground."

The E4 show has been a feature of the landing page for social networking site MySpace on a number of occasions, as well as being embraced by the wider media.