Channel 4 is preparing to launch a viral marketing campaign to
attract new users to its motoring portal 4car.co.uk.
The campaign, which has been created by digital consultancy E-Marketing,
breaks in August and will enable users to share their individual driving
experiences on a microsite. It will allow users to divulge their driving
stories, with a range of weekly prizes for the most entertaining
anecdotes. Users will choose the winners.
"A lot of viral stuff is fun, but doesn't take the user anywhere
afterward.
Our idea is to let users interact and create something that will
hopefully become a bit of a cult community," said Niall McOnegal,
commercial development manager at Channel 4.
4car features close links to Channel 4's motoring programmes Driven and
Deals on Wheels.
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