MBC4’s new experiential TV drama 04 (zero-four) has formed a new strategic partnership with Google to help realise its ambition of re-imagining TV for the digital age.
The show, which launched in January, has seen a rapidly growing fan base online and is the first to deliver a unique ‘transmedia’ experience for television drama.
In addition to following the lives of the 04 characters on screen, fans have been able to engage with them through real-time social media updates, blogs and web videos.
Since it first aired on 14th January, 04 has captured thousands of fans and followers across its social media platforms, and has been seeing significant traction for its digital properties hosted by Google, attracting nearly half a million viewers at the “zero4channel” on YouTube.
Moreover, a film of a Google Hangout conducted between one of the show’s characters and fans was viewed over 200,000 times in just 48 hours.
The team behind this pioneering initiative has formed a strategic partnership with Google combining the experience of the digital heavyweight with one of the breakthrough projects MBC has ever taken on.
Mazen Hayek, Official Spokesman & Group Director of PR & Commercial at MBC Group, said, “The new tie-up with Google represents a ‘win-win’ for all parties concerned. We launched the 04 experience because we believe in the need to evolve the TV experience and embrace the digital habits of our youth audience, using all the platforms available to engage in very direct and personal ways with viewers. Simply put, 04 is about making those connections and promoting conversations; and Google’s recent launch of their Google+ social media platform aims to encourage exactly that. This is a natural fit for both of us.”
Google’s Maha Abouelenein, Head of Communications (MENA), said, “We are passionate about creating magical moments and loved the Google+ Hangout with the character, Nadine, for the fans of 04 – using the technology to connect with fans in innovative ways. Google+ is about building meaningful relationships with our users and we are adding new features and services almost every day to improve the services we offer and support the sharing of experiences in today’s socially-connected world.”
04 is a joint production between MBC Group Content, 03 Productions and BPG Group, who are partnering as marketing, creative, digital and target audience consultants.