Twist

Twist is Channel 4’s cross-platform brand campaign that blurs the line between digital and on-air with audience participation at its heart. Using Channel 4's on-screen stars, participants created on-screen and online fridge magnet poems. Starting out with a batch of spots created by 4 Creative, the viewers were encouraged to create their own personal and topical spots, the best of which were chosen each morning, put online by MPC, and put out on air that night. The campaign also diversified in the second stage, allowing viewers to create musical Twists.