Channel 4 is opening up its youth audience insight initiative UK Tribes to media agencies with the extension of its online game Find Your Tribe.
The broadcaster launched Find Your Tribe earlier this year, as part of the UK Tribes project, aimed at determining which tribe or youth sub-culture 16 – 24 year olds in the UK fall into.
The three-minute game, created by Realise Digital, has clocked up more than 22,000 people since its launch in May and covers subjects including music, fashion and mobile phone use. At the end players are presented with their Tribal DNA make-up.
It also invited 16 – 24 year-olds from its 8m-strong registered user base to play the game and share their results on Facebook and Twitter.
Meanwhile they were also encouraged to join the broadcaster’s online insight community Tribes Lives, a forum.
The broadcaster is now inviting media partners to play the game with the view to releasing an exclusive poll to reveal which one of 25 tribes each agency belongs to, with categories including the most ‘hipster’, ‘most townie’ and most ‘rah!’.
The UK Tribes project, created in collaboration with research and strategy agency Crowd DNA, is aimed at segmenting the broadcaster’s most engaged but also most “elusive” demographic, to help provide advertisers with more insight and understanding into the young people in the UK.
Channel 4’s director of audience, technologies and insights Gill Whitehead, said the results of the Find Your Tribe game are being “fused” with its registered viewer database to help improve its understanding of this audience demographic while informing both future commissioning and commercial strategy.