20:20 builds online pinball voting game for C4's Big Brother

Channel 4 is using an online pinball machine with interactive voting as part of a viral marketing campaign to support Big Brother.

Users can select one of the Big Brother contestants - represented by a ball - and then try to evict them by completing a series of tasks.

Channel 4 is using the game for data capture, as users can personalise their game with their individual details. These details will be used to build e-mail data for ongoing communication with viewers during the Big Brother series.

The viral campaign launches on 7 June and was developed by the youth marketing specialist agency 20:20 promo. The Channel 4 marketing manager, Katie Hayes, said: "The object of this campaign is to enhance the Big Brother experience. The game gives viewers the opportunity to truly interact with Big Brother within an animated 3D environment which mirrors the many different facets of the Big Brother house."

The first episode of the third series of Big Brother attracted 6.8 million viewers, 2.3 million more than last year. The programme also beat BBC2's much-publicised episode of Have I Got News for You.

Big Brother has continued to perform well on Channel 4 and its spin-off, Big Brother's Little Brother on E4, presented by Dermot O'Leary, has doubled the digital channel's normal ratings.

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