Nintendo in C4 video content deal

The campaign for the new Legend of Zelda game includes pre-roll advertising spots running against Channel 4 video clips on Channel4.com and on Bebo’s Shipwrecked portal.

The deal was agreed between C4’s new media advertising team and MEC Interaction UK.

Stuart Beckingham, commercial executive at Channel 4, said: “Liberating our video content is core to our overall new media strategy, as syndication takes our content out to where audiences are already congregating online.”

He said C4 was aiming to drive users back to Channel4.com, increasing awareness of the broadcaster’s content.

“Initiatives such as Bebo’s open media partnership are mutually beneficial. Channel 4 has greater control over the video clips in these domains and the ability to control the advertising that is served against the video, while affiliate sites benefit from the association of Channel 4 content.”