E4

Overview

The brief

To recruit and retain E4 viewers to a new mobile youth-orientated mobile portal for the E4 brand.

Our approach

We wanted to revolutionise the way broadcasters use mobile to engage with their target audience.

What we did

Creative

We collaborated on a fresh and bold look and feel to appeal to the target audience.

We created bespoke content (polls, competitions, wallpapers) to engage the audience with key shows like Fonejacker, Shameless and Ugly Betty.

We re-purposed and edited E4 assets (spoilers, catch-up clips) for mobile use.

The results

Response

Over our two years service, we increased traffic to the site peaking at 55,000 page impressions to the homepage in January 2008.

Best bits

The Skins site provoked a deluge of responses each week, proving the youth market could be engaged with mobile.

Client feedback

Mandy Pollard, Mobile Editor, C4:

'When we decided to launch an E4 mobile site to sit alongside Channel 4 mobile, we worked with Que Pasa to develop the right design, feel and content.  With their help and especially their expert knowledge in the entertainment field, we were able to produce a very distinctive, fun and engaging site.'

Outcome

Ongoing client relationship.