iCrossing lands Channel 4 Education brief

by Andrew McCormick, Media Week 18-Apr-08, 14:30

LONDON - Channel 4 has drafted in digital agency iCrossing to measure the effectiveness of its online projects.

The agency has been hired initially to evaluate how users engage with Bow Street Runner, an online game developed by Channel 4 Education.

iCrossing will analyse the content used in the game and apply its web analytics tool to understand what prompts users to engage with Channel 4 Education's content.

The agency, known for its search marketing and digital media capabilities, has set up a user-experience team of nine people that it intends to expand throughout 2008.

Channel 4 may extend iCrossing's brief to evaluate more online projects, should the first project prove successful.