TORONTO – Alliance Atlantis digi-net BBC Kids has launched its new teen programming line-up, BBCK, and is backing it up with a multimedia campaign combining traditional methods with alternative and guerrilla tactics – including viral, street, print, online, and a multi-city tour.
BBCK is the new night-time block on BBC Kids, designed just for teens and their unique television tastes. Every evening at 9 p.m. ET, beginning today, BBCK offers teens programming from the BBC and around the world. Featuring hit series like Little Britain, Hollyoaks, classic episodes of Doctor Who, blockbuster movies in Reel Late Movies, and the network premiere of the ageless cult classic, The Young Ones, BBCK offers teens aged 15 to 17 a unique viewing experience. 
The BBCK launch campaign presents the concept of “Rated K” – a quality describing the quirky, bizarre, off-the-wall and in-your-face behaviour that epitomizes the new teen block. Print (right), on-air, and online executions feature characters captured in compromising, baffling and hilarious situations, which can only be described as Rated K, says the company’s release.
Alliance Atlantis’ in-house creative team, working with Youthography – a Canadian youth-focused marketing research company – has designed a promotional campaign "that speaks to today’s young media consumers in a language, and using technology, they understand," says the release.
In mid-March an online teaser campaign featuring a naughty bear both thrilling and horrifying subway passengers began driving people to bbck.ca and to online community MySpace.com from where teens could send the clip to their friends.
As of April 3, four separate pages representing lead programming, Little Britain, Doctor Who, Hollyoaks and Reel Late Movies, are housed on My Space featuring program clips and information.
In addition to being Rated K, elements of the BBCK promotional campaign incorporate the look and feel of a classic tacky, well-loved basement. On-air and online executions feature classic patterned wallpaper, wood paneling and kitsch items. BBCK is essentially a space designed for teens. As the bbck.ca site announces to visitors – “it’s your basement.”
The BBCK “Rated K” multi-city Basement Tour launches on May 7 in Toronto and will run until June 11, hitting Calgary, Vancouver and key Southern Ontario cities. Basements will be set up in unexpected locations – shopping malls, movie theatres, parking lots, and street corners. Passersby are invited to kick back on the well-worn sofas and watch BBCK programming.
