E4: Take it to the fan
by Will Courtney-Hatcher
In a world where word-of-mouth and peer recommendation is key, Amplify developed two platforms to help E4 cement its place as the number one channel for 16-34 year olds.
2011 saw a number of challenges for E4, including the departure of key programmes. The channel wanted to ensure that they were still appealing to their core audience with new shows and continue the irreverent humour and creativity that personifies the brand.
From this, E4ers was born...Amplify and E4 went about recruiting a group of super-fans and have created a closed social network, where the fans will be provided with exclusive E4 content to fuel comment, conversation and spread the word about the channel and its offerings.
Amplify has also created the E4 Collective and will be recruiting a group of 30 young creatives across various disciplines, challenging them to create E4-related content with the potential for it to be showcased across the network's channels.
