iCrossing helps Channel 4 re-engage with teenage audience

Client: Channel 4
Campaign: Bow Street Runner
Services: Social Media, Measuring Engagement
Territory: UK

Matt Locke, commissioning editor of Channel 4 Education, adds:

“Working with iCrossing has allowed us to understand the appetite for more related content, which shows not only that we’re doing something right with our gaming content, but more importantly that there’s an opportunity to direct our audience to other sections of the Channel 4 website, as well as build relationships in social networks where we’re being discussed and advocated.”

OVERVIEW

At the start of 2008, Channel 4 Education took the unprecedented step of shifting its entire £6m commissioning budget from TV to online and cross-platform projects, in a bid to re-connect with its teenage audience. This ground-breaking content strategy, spearheaded by Channel 4’s new Commissioning Editor Matt Locke, came about after research revealed that its education content was largely unseen by its target audience.

It came as no surprise that Channel 4 Education’s target audience of 14 to 19 year olds were spending more time on social networks, gaming platforms and the internet in general, than sitting in front of the TV. The broadcaster realised that a multi-platform approach was called for, to engage with its target audience in the places where they like to be, instead of expecting viewers to actively pursue its content.

Locke was keen to take a measurements-focused approach in order to accurately understand how target users are engaging with education content outside of Channel 4 online properties, to assess the impact of different types of content. He took the forward-thinking step of collaborating with digital marketing agency iCrossing for the launch of its pilot Measuring Engagement service, to assess how users engage with Channel 4 Education’s new online game Bow Street Runner.

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