The UK's biggest commercial broadcaster has enlisted the help of anonymous blogger Belle de Jour, who has gained notoriety on the web for her autobiographical tales of prostitution.
The blogger has created her own Facebook profile, where she will divulge intimate personal details and upload photos depicting her sexual escapades.
In an effort to generate a buzz around The Secret Diary of a Call Girl, ITV has commissioned Belle de Jour to personally respond to emails and comments posted on her Facebook page.
ITV has also briefed Dare to create Fantasy Match, a Facebook application that allows users to pick their darkest fantasies and share them with friends.
The digital drive forms part of a wider integrated campaign promoting the launch of The Secret Diary of a Call Girl later this month. The show is part of ITV2's plans to attract younger, more aspirational viewers.
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