The show launches on July 9 in the UK and Five US wanted to create excitement around its debut, to drive viewing figures.
'Dirt' is billed as a "filthy new drama" and the channel tasked digital agency Steel with producing a tantalising viral campaign to build hype.
The viral leads users to a , and the landing page features a 60-second online promo created by Five US.
Seductive clips from the impending series, which will guest star Cox's 'Friends' co-star Jennifer Aniston, are on display. Users are also given the option to sign up for email reminders so they do not miss the weekly show.
Steel has given the campaign an interactive element by allowing users to put their friends' names in scandalous headlines with a tool called the "dirt maker". The interface allows users to create a fake expose on their friends so they make the headlines of a gossip-style magazine, and will be launched on the microsite in mid July.
Nick Bennett, creative director at Steel, said: "This campaign is all about getting the user fully involved -- tease them in, pay off with impact and interaction and let them own the product.
"This new programme from Five US excited us and we're now handing that excitement over to the public online."
The debut is also being pushed by offline communications, created by VCCP, and media has been bought by Vizeum.
_1.jpg)
.jpg)
