Aardman spin-off gets Web push

Wallace & Gromit creator Aardman Animations is set to launch its latest television series next week, supported by a website and broadcast kit designed by digital consultancy Digital Outlook.

Shaun the Sheep, a spin-off character from Aardman’s second Wallace & Gromit feature A Close Shave, will debut on BBC One and CBBC from 5 March.

Digital Outlook has developed bespoke content for distribution to broadcasters and the public via the Internet. The site – www.shaunthesheep.com – is intended to nurture a fan base for Shaun the Sheep and introduces extended intellectual property based on the character. It will use content such as games, messenger icons and parent activity-packs designed to reach specific audiences.

A media pack will be also distributed worldwide to national broadcast networks, including the BBC. It offers images, games and news that can be incorporated into TV network sites alongside broadcast schedules.

‘The dotcom site and broadcaster packs are designed to cater for a whole range of audiences, from the casual browser to someone who’s really passionate about the character,’ says Digital Outlook account director Abbie Cranage.

Shaun the Sheep comprises 40 ten-minute episodes and has so far been sold to 72 countries.