The mobile series, called 'FanTESStic', was developed by the production company and is the first project of its kind. It is being coordinated by I-level, the digital marketing agency.
The soap is aimed at the core of audience of 16- to 24-year-olds and features 80 individual episodes in a comic strip-style format. Endemol is in the process of putting together a consumer campaign to promote the mobile soap's launch.
Customers have to pay 拢1.50 for each five episodes of the soap, which features a feisty female DJ called Tess. Charges for the content will be taken straight out of user's mobile phone bills.
Users will be able to interact with the storylines of the soap by texting in changes and will also be offered access to behind-the-scene footage, deleted scenes and out-takes.
As part of the sponsorship deal, the Specsavers logo will appear at the start and end of each episode, and there will also be what the agency calls "subtle" references to Specsavers contact lenses in the storyline.
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