Channel 4 hires Hot Cherry

by Chloe Markowicz, PR Week UK 10-Sep-08, 10:35

Channel 4 has hired digital specialist Hot Cherry to promote a new video sharing animations website.

The online channel, 4mations, will launch this month and will resemble a YouTube style channel for video animations. The website is a collaboration between Channel 4, Aardman Animations and Lupus Films.

Animators who create the most popular content will be offered cash rewards, a chance to pitch for paid commissions and could see their work featured on TV.

Hot Cherry is working on a consumer campaign to target a mainstream youth audience across TV, radio, print and online. The agency was awarded the account because it has worked on various projects with Channel 4 and E4 in the past.