Case Studies - Channel 4

Client: Channel 4

Agency: Neon Tribes

Campaign: Alterego.tv Badge distribution campaign

Brief:

To increase awareness and drive hits to Channel 4's Alterego.tv website and online applications for online social networking applications, through the execution of a targeted badge distribution campaign to 14 to 19 year old groups of teens (Goths / Geeks / Emos) in appropriate city centre locations / teen hang outs.

Target Audience:

• Early Teens
• Late Teens

Campaign Description:

• Promotional staff distributed selection of funky, individually designed badges with subtle website URL's listed on back of them.
• The activity was executed simultaneously within Birmingham, Brighton, Edinburgh, Leeds, London and Manchester.
• The team of promo staff were supplied with detailed maps of where to find the target demographic in each city centre (i.e. hot spots where groups of teens congregate on weekends).
• Staff visited all appropriate locations and distributed badges whilst interacting / speaking to the recipients about the website applications and games available.

Results:

• The activity was extremely successful across all locations
• Most recipients expressed gratitude for receiving their badge and many pinned it on to their clothes straight away.
• Almost all recipients were frequent users of social networking sites, particularly Bebo and MySpace and, as such - responded well to the prospect of new online applications.