Monday, November 15 2010, 16:20 GMT
By Andrew Laughlin,
Channel 4 has today launched a new cross-platform brand campaign called Twist, which will allow users to create poetry using the broadcaster's biggest stars.
The campaign, due to go live during tonight's episode of Hollyoaks at 6.30pm, has been created by Channel 4 as a way to promote its brand in this "digital age".
Described as "fridge magnet poetry", the digital initiative features some of Channel 4's biggest on-screen stars saying words to be strung together into poems.
The likes of Gordon Ramsey, Jamie Oliver, Jon Snow and Gok Wan, along with the cast of Misfits and The Inbetweeners have all been filmed saying a range of words, such as "cakehole", "baboon" and "woodpecker".
Viewers can visit Channel4.com/twist to form the words into short, long, funny or weird sentences to be said back by the talent. The library of words will be added to over time as and when the stars are available.
Users can also submit their creations via the site, and the best ones will be selected by Channel 4 to feature during promotional airtime.
"Twist is about participation. It's about saying to the viewer: 'The creative locks are off the doors, come in and have a play'," said Tom Tagholm of 4Creative, the in-house team that developed Twist.
"They are free to use Channel 4 as a giant message board, a place to do their thing, be funny, be creative, be absurd, maybe even be deep and serious. Whatever."
He added: "They do the clever stuff, we just curate. It's a less rigid, more fluid and inclusive way to look at how to build a channel campaign.
"With Twist, we naturally blur the line between digital and on-air. The online element is not an afterthought, or a nice-to-have. It is an integral part of the experience, which as a broadcaster is the place we want to be."
Rufus Radcliffe, head of network marketing at Channel 4, said: "Twist is a new brand campaign for Channel 4 that seamlessly integrates online and on-air.
"We hope people will not passively sit back and watch but participate and immerse themselves in an idea that has the creativity of our viewers at its very heart."
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