E4 unveils web video push

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Channel 4 has launched a web promotion for E4 with an online game featuring live video footage shot by digital agency Kerb.

The game, Stack Da E4 Police, features on the relaunched E4.com and will be placed on a range of game websites to increase brand awareness for the site and to encourage a youth audience to sample its web videos.

Kerb filmed the game footage on a live set using two characters who had previously featured in E4 trails.

Users are presented with the challenge of stacking a team of mini-E4 riot police, who have been dropped in containers by a cargo craft, so that they can be picked up again. The characters are moving around inside the containers, making them unstable.

Each of the actors was filmed making 30 different key movements and the video was then edited and programmed into the final Flash game.

The concept was commissioned by C4's new media marketing team and was developed by Kerb with C4's creative arm 4Creative.

C4's new media marketing manager at Channel 4 said: "We wanted to create something new with Kerb that would entertain people who spend time on the E4 website with memorable characters and great gameplay. We believe that the viral effect will give us a much better return on investment than a traditional brand awareness campaigns would."