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Channel 4 has launched a fan-focused campaign celebrating the return of the popular show.

Following on from last season’s nail-biting finale, Channel 4 created eight animations inspired by fan theories of what will happen next for Alyssa and James. Each theory was shared on the channel’s social media platforms, including Facebook, Instagram, Twitter, Snapchat and YouTube.

Continuing on the rumour mill, fan theories were compiled to create a limited-edition magazine, which was distributed at MCM Comic Con in London. The last few pages of the mag were left blank, inviting readers to speculate on what will happen in the new season. The End of the F***ing World also seized its moment at MCM Comic Con to sponsor Den of Geek’s "Chillout Zone", inviting fans to dress like the series’ protagonists on the American Diner set featured in the show.

As well as the release of an exclusive red Graham Coxon vinyl featuring songs from the season’s soundtrack, the campaign includes TV trailers across All 4, posters, print (including a cover wrap of the Evening Standard), cinema and radio activities. It was created by Bethany Wood and Shannon Cripps.