Channel 4 lets viewers put words in presenters' mouths

Channel 4 has launched Twist, an interactive brand campaign featuring Channel 4 talent such as Jamie Oliver and Jimmy Carr.

Channel 4: Davina McCall contributes to the campaign
Channel 4: Davina McCall contributes to the campaign

The campaign was introduced to agencies as part of Channel 4's Upfronts presentation last month.

From today Channel 4 viewers can go online and use an interface of words to create their own sentences, which are then delivered by a range of Channel 4 presenters and actors.

The campaign is Channel 4's first brand campaign in four years and was made by Channel 4’s in-house creative shop 4Creative, led by creative director Tom Tagholm, with the online production company Lean Mean Fighting Machine.

The first on air Twist ad will go live during youth soap 'Hollyoaks' this evening and the best of those created online by viewers will also appear in promotional airtime on Channel 4 in the coming weeks.

Viewers will also be able to use embed codes to add their 'Twists' to blog sites or social networks.

Tom Tagholm, creative head at 4Creative, said: "Twist is about participation. It's about saying to the viewer  'the creative locks are off the doors, come in and have a play'.

"Viewers are free to use Channel 4 as a giant message board, a place to do their thing, be funny, be creative, be absurd, maybe even be deep and serious. Whatever. They do the clever stuff, we just curate. It's a less rigid, more fluid and inclusive way to look at how to build a channel campaign.

"With Twist, we naturally blur the line between digital and on air. The online element is not an afterthought, or a nice-to-have. It is an integral part of the experience. Where, as a broadcaster, is the place we want to be."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Havas Media wins media account for investment firm Source

Havas Media wins media account for investment firm Source

Havas Media International has been appointed to handle the international media planning and buying account for global investment firm Source.

Share
Welcome to the age of brands as broadcasters

Welcome to the age of brands as broadcasters

With so many brands producing their own content to reach consumers in innovative ways, they will need to up their game significantly as expectations grow, says Mindshare's Adam Fulford.

Share
Mail Brands' first major ad deal features George Lamb in video for Seat

Mail Brands' first major ad deal features George Lamb in video for Seat

Mail Brands, the new commercial operation that brought together sales at the DMG Media's national newsbrand titles, has released its first partnership with a major brand since forming in July.

Share

Get news by email