Some 450,000 registered members of music sites such as radio1.org and judgejules.net will have received an interactive email forwarded from what appears to be celebrity DJs. Along with the personal chat, the DJs urge music fans to visit the "awesome mixing desk" that's been "doing the rounds in the music biz" and can be found on the Channel 4 website.
When the recipient clicks on the link in the email, they are directed to the website where they can mix four tracks on an interactive mixing desk. As the desk loads, music fans can watch a brief history of house music.
Once loaded, the viewer can then play on the mixing desk, which comes complete with stickers and a burning cigarette left on the edge for an authentic touch. Trials have shown that viewers spend between 20 minutes and one hour mixing, with many forwarding the link on to friends and clicking through to the Channel 4 website where they can buy products from the series.
Mark Currie from 20:20promo, the youth marketing agency behind the campaign, said, "Our aim has been to help users get a sense of Pump Up the Volume and to drive viewers to watch the programme, but we also want them to have a little fun along the way."
Pump Up the Volume continues on Tuesdays at 11pm over the next two weeks.
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