Lost Girl gets second season

With over 700,000 viewers per week in its first season, the supernatural drama has been green-lit for 2011 with integration and sponsorship opps available on-air and online.

Showcase is committing to a second season of its Canadian supernatural drama Lost Girl after the first season’s advertising blitz paid off by making the show a cult hit.

Production for the new season will begin with Prodigy Pictures in the spring and will air in fall 2011.

The show, which follows the lead character, a succubus named Bo who feeds on the sexual energy of humans, attracted more than 700,000 viewers per week. The show’s popularity wasn’t a shock for Showcase, though, Sherida German, director of marketing strategy, Shaw Media Dramatic Channels, tells MiC.

‘There were no surprises since we had great content to work with when developing this impactful creative campaign,’ says German. ‘There are plans to build a dynamic campaign to support the second season launch.’

Leading up to the launch of the first season, Showcase went all out with on-air promos, OOH, radio, print, cinema and online advertising.

The channel had also pumped money into a microsite filled with online-only content, including ringtones and an interactive motion comic. Shaw Media said the site will be refreshed with new content for the second season.

Though there hasn’t been any companies signed on yet, Shaw Media is open to integrations and sponsorships. The microsite will again be available for sponsorship and standard ad placements, and the company is exploring new ad opps for clients and partners.