Based on the hit US format, The Voice UK will launch in a primetime Saturday night slot on BBC One next month, featuring celebrity judges Jessie J, will.i.am, Tom Jones and Danny O'Donoghue assessing the aspiring artists.
Wall to Wall, the production company behind The Voice UK, wants the programme to be a true cross-platform format with a heavy focus on social media.
Many broadcasters are now attuned to the need to build online buzz and engagement around major shows, as viewers often watch programmes like The X Factor and Sherlock while also commenting and engaging via Twitter and Facebook on a smartphone, laptop or tablet.
Wall to Wall has hired Telegraph Hill, the new production outfit formed last month by TV industry executives Garret Keogh, Barry Pilling and Jack Simcock, to deliver digital content and build an "engaged community of fans" around the The Voice UK.
Telegraph Hill, which previously worked on BBC Three dramas Being Human and The Fades, has now put in place a full-time team of "social media creatives" who will generate exclusive online videos around the show. They will also drive engagement with viewers across BBC.co.uk/thevoiceuk, and the show's Facebook and Twitter pages.
Wall to Wall multiplatform producer Kat Hebden said: "We appointed Telegraph Hill based on its achievements in generating audience engagement for BBC Three's Being Human. Given the team's existing experience, we were confident that they could deliver a social media campaign that engages both the coach's existing fan bases and the show's audience.
"Despite The Voice UK not yet being on air, the team's social media campaign is already proving a success with @BBCTheVoiceUK boasting 15 thousand Twitter followers alone."
BBC Online executive Sarah Clay said "I've worked with some of the Telegraph Hill team before on other projects and love their fresh and exciting approach to delivering cross-platform content and live conversations. It's great to see them bring their skills to such a big show."
Telegraph Hill co-founder Jack Simcock added: "At Telegraph Hill we really enjoy making great content that sparks excited conversations around a show. We're turning viewers into active fans and are so excited to be working on a show of this quality and scale."
> The Voice UK judges Jessie J, Tom Jones on set - first pictures