Thousands of young fans of MTV's "Teen Wolf" series are turning to a website set up by the network to offer a gathering place for people to collectively mourn the sudden death of one of the show's main characters, The Associated Press reports.
Twelve hours after "Teen Wolf" ended Monday night, more than 100,000 people had visited the TeenWolfMemorial.com website, with more than 4,000 posting messages about the character Allison Argent, who died after a mythical Japanese demon stabbed her with a sword.
Even more dramatic, she died proclaiming her undying love to her ex-boyfriend, the drama's lead character Scott McCall.
"Every post and everything I see brings back a new wave of tears," posted one fan, identified on the site as Jamie C.
The death of Argent, played by actress Crystal Reed, wasn't entirely a surprise; MTV has been advertising that one of the show's main characters would be killed off. The network kept that character's identity a secret, although the announcement that someone was doomed launched plenty of online speculation.
With the advertiser-supported website, MTV is looking to seize on fan interest by offering interviews with Reed and other cast members who offer "eulogies," as well as a place for people to vent.
"We could equate it to digital hyperventilating," said Tom Fishman, vice president of content marketing and audience engagement for MTV.
"Teen Wolf" is one of MTV's most popular shows, reaching a series high of 3.5 million viewers for the third-season premiere. About six in 10 viewers are female, with a median age of 21.