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Glue London has launched an e-mail campaign for E4's cult betting

programme, Banzai, which asks users to identify celebrities'

genitalia.

The activity consists of three flash executions, each delivering a video

clip from the new series into the recipient's e-mail in-box.

The objectives of the campaign are to drive traffic to Channel4.com's

new Banzai website, while building awareness of the launch of the TV

show's second series on E4.

"By using flash we are able to eliminate many of the irritants with more

traditional methods of delivering rich media," Glenn Jones, the account

director at Glue, said. "The need for branded media players are removed,

as is the often disruptive net congestion and buffering associated with

them."

The content of the e-mails focuses on three games from the new

series.

The e-mails will consist of a short clip introducing the betting

challenge, with interested parties needing to visit the website to find

out if their gambling skills are primed or just plain rubbish.

The first e-mail gives an exclusive chance to play the "Famous Man

Dingle Dangle Dilemma". Five men's private bits are paraded in full

view, but which one of them belongs to the ex-TV celebrity Normski?

The e-mails, which can be viewed at e4.com, are being dispatched to two

databases, including the in4mer database of media planners and

buyers.

The video was encoded by the designer Simon Cam, while Dan Griffiths

designed the e-mail.