Content Focus: e4.com
- Published: 04 June 2008 20:51
- Author: Nicola Brittain
- More by this Author
- Last Updated: 10 June 2008 15:51
Digital youth channel E4 has bulked up its new website with specially produced clips and games.
The format
E4.com has begun rolling out new content, commissioned especially for the site, following its revamp in December 2007.
The content will reinforce the "mischievous and cheeky" E4 brand, according to one spokesman, and will feature original games, videos and animations.
Site-specific content includes Egg Fight, which features egg-shaped versions of celebrities such as Amy Winehouse and Adele "facing off" in a microwave oven. Web Heroes is a series of films featuring characters including Beardyman, Tay Zonday and Lasse Giertsen.
The site also offers a four-level stacking game created by digital agency Kerb which asks users to stack boxes containing the "E4 police".
A first level of the game will be seeded across different communities, and is "easily transportable", according to Kerb managing director Jim McNiven. He argued that games of this sort usually get around 4 million unique users. It is early days, but so far one in three people have clicked through from the first level to the e4.com website.
A Peter Dickson area will include soundboards of the radio broadcaster now known as the voice of E4. His cult celebrity will get a further boost with a dictionary of his phrases, a "school" in his name and competitions for users to impersonate him.
In addition to this new content, the site shows a variety of videos from new and classic E4 shows as well as UGC from viewers.
Since its relaunch, e4.com has grown its traffic progressively, with more than a million video views during February alone.
E4.com is designed to appeal to the same 16 to 34 demographic as the channel.
Who else is behind it?
Egg Fight is produced by Internal Project, Web Heroes by World of Wonder and the Peter Dickson area by 124 Creative.
Where can I see it?
www.e4.com
