ANALYSIS: iSPY - www.trouble.co.uk

Like its sister Flextech cable channel, Trouble.co.uk is aimed at a ’yoof’ audience but will appeal to all but the most po-faced twenty- and thirtysomething.

Like its sister Flextech cable channel, Trouble.co.uk is aimed at a

’yoof’ audience but will appeal to all but the most po-faced twenty- and

thirtysomething.



OK, so I skipped the bit where you get to chat with Trouble’s ’very

first iBand’, Kick Angel, but I was naturally fascinated to find out

that Sporty Spice’s ’new body shape’ could be blamed on her addiction to

curry. And I instantly phoned my mother to let her know that Britney

Spears is determined to stop biting her nails - my mother has always

considered such things very important.



I couldn’t be bothered to load the plug-ins to play Flash Boyfriend, a

cartoon strip where you decide the direction of the story. But I was

amused for a good couple of minutes by the Weird Science game where you

get to create your ideal man or woman by adjusting a number attributes

such as hair length and breast size.



There are lots of nice touches like this, and visitors to the Trouble

site would also be well advised to go to the toilets, found in the Big

Gob section, where you can daub grafitti on the walls.



The banner ads, sold by TSMSi, are nicely presented and animated. On

Sunday, advertisers included TravelCity.co.uk, Ebookers. com and a

misplaced FT.com.



On Monday morning, Prudential’s Egg Shop seemed to have taken over all

the banner space and was offering site visitors special offers on

lingerie and CDs.



Other ads take advantage of the crossover between internet content and

advertisements. A reader competition to win a Nokia mobile phone segued

nicely into a ’special subscription offer’ on the same phones from the

Carphone Warehouse. In the games area, you can take the Nesquik bunny

down a snowboarding course. The non-banner ads, sold by Flextech’s sales

account manager Jon Ingram, are sufficiently fun and interactive to add

to the site’s entertainment value.



Trouble.co.uk is attracting more than four million page impressions a

month.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).