TV show's transmedia centered around mobile?

UK’s Living TV has commissioned Candyspace Media, a London-based mobile and multichannel digital agency, to create a transmedia campaign around new TV drama Bedlam.  

Candyspace is best-known for its mobile expertise, but a look at its website and case studies reveals an impressive mix of capabilities for creating seamless digital experiences.The firm is working with Living TV’s marketing team, creative agency The Brooklyn Brothers and media agency Manning Gottlieb, to devise an integrated campaign including print, digital, social media and mobile.  

Tom Thorne of Candyspace says there will be opportunities for digital interaction during the show’s broadcast, possibly with subplots that viewers can access on other platforms. One example: the phone rings in the story, but the viewer can only hear the conversation on a mobile device or online.