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Smash Hits returns in new Derry Girls partnership

  • Date:

    05 April 2022

Smash Hits returns in new Derry Girls partnership

As part of a new Channel 4 marketing campaign produced by 4Creative, a special one-off edition of iconic Smash Hits magazine, has been produced to mark the new series of Derry Girls.

Working with OMD and Bauer Media, the 28-page magazine includes a pull out double-page poster of the cast and Derry Girls themed features like the Biscuit Tin interview.

150,000 copies of the magazine will be distributed across the UK, as well as being bagged up with this week’s issues of heat and Closer, on newsstands from April 5.

On TikTok, fans will be treated to exclusive magazine content adapted for social, such as the ability to insert their own images onto the front cover of Smash Hits with the Derry Girls cast.

The 90s nostalgia continues on Spotify with a ‘Create your own mixtape’ digital experience which enables users to select their favourite 90s tracks and load them onto a virtual customisable cassette tape.

Lynsey Atkin, Executive Creative Director at 4Creative, said: “Smash Hits and Derry Girls is a match made in 90s heaven – both icons of their time, wildly popular and with an incorrigible urge to say what they think (even when it gets them into trouble). We have absolutely loved bringing this campaign to life; giving the Derry Girls (and the wee English fella) the full pop star treatment and working with Bauer Media and Lisa McGee to give fans even more of Erin and the gang before school’s out for good.”

Lucie Cave, Chief Content Officer, Bauer Media added: “With Season 3 of Derry Girls set in 1998, reviving our iconic 90s magazine Smash Hits for a one-off special was a no-brainer! Working incredibly close with the Channel 4 team meant that we were able to be keep the energy and essence of both brands in sync throughout and ensure that the show was seamlessly woven throughout all editorial – including the fan-favourite ‘Biscuit Tin’ interview and classic ‘How to Dress Like a Pop Star’. Nostalgia is having such a moment, and this is like jumping back into your teenage bedroom and grabbing a hairbrush to sing in the mirror − we can’t wait for fans to grab a copy and dive into Derry Girls in all its glory!”

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