C4 to launch animation video sharing site
- Added:
- Aug 22, 2008
Channel 4 is gearing up to launch a new animation website, appointing viral marketing agency Rubber Republic to promote the service.
Due for public launch in mid-September, the ‘4mations’ video-sharing site is a collaboration between Channel 4, Aardman Animations and Lupus Films.
The site will reward animators who upload their work, offering cash rewards for popular content, competitions, opportunities to pitch for commissions, along with the chance to get on TV.
The marketing strategy behind 4mations is primarily focused online. Rubber Republic will be leading the launch of the site from mid-September, with a sfocus on viral and social media marketing.
PR agency Hot Cherry has been commissioned to work alongside Rubber Republic, providing PR support for the launch.
A series of virals have been commissioned for the launch featuring 4mations' "kitten-skull" character, as well as a number of additional animated comedy series and interactive games.
This 4mations win adds to Rubber Republic's growing client list, which includes JVC, Sony Playstation, Sega and Warner Music.
Camilla Deakin, Director of Lupus Films and 4mations.tv’s Executive Producer, said: "As 4mations is a content-led site, it made sense to work with a viral agency like Rubber Republic who have a pedigree in getting content seen and talked about across the net."
Chris Quigley, Rubber Republic Director, comments "Our overall launch strategy for 4mations.tv is very content-focused, with an initial phase aimed at engaging the animation community and finding great content. With great content place, the next phase is aimed at seeding it to the wider public."