C4 News and Twitter team up to build Snowmail


Channel 4 News has teamed up with Twitter to build its early evening news email update ‘Snowmail’ and becomes the first UK media organisation to use the Twitter Lead Generation Card in the process.

The broadcaster is looking to extend the reach of the daily Snowmail, which is named after Channel 4 News’ senior news anchor Jon Snow. The goal is to sign up thousands of new subscribers and use Promoted Tweets targeting interests and keywords in user timelines.

Launched more than a decade ago, Snowmail is one of the longest running interactive news products from Channel 4 News. Each afternoon it delivers news exclusives as well as the personal views of Snow and other senior presenters on the major stories of the day ahead of the nightly 7pm news programme.

C4 News launched its Twitter campaign yesterday (July 15), aimed at followers of @Channel4news and @JonsnowC4, as well as those of other top presenters from the show like Krishnun Guru-Murphy (@krishgm) and Cathy Newman (@cathynewman).

The campaign, planned and bought by media agency OMD, is also looking to alert the followers of other news organisations and senior news journalists who might not be aware of Snowmail.

James Walker, head of marketing for Channel 4, said: “As part of our drive to engage audiences with Channel 4 News across different platforms, we are keen to be at the forefront of testing this innovative new ad format. The simplicity with which the user can sign up to Snowmail via Twitter is what appealed to us and we look forward to seeing the results.”

Twitter introduced Lead Generation Cards in May to assist marketers who wanted a product that could generate leads, drive sign-up and purchase. The cards allow Twitter users to easily sign up for offers, support campaigns, or request more information, all without leaving Twitter or having to fill out cumbersome forms.

Users simply click to expand an individual Tweet, hit the button and their name, @username, and email address are already pre-filled within the Card. It is then a case of click to send and the job is done.

To date, Twitter Lead Generation cards have been used by a small but diverse group of advertisers, such as Priceline.com (@Priceline), for a 10% off hotel offer; Puma Football (@Pumafootball) encouraging fans to sign-up to get their names on a special @BVB shirt; and Newark, New Jersey Mayor Cory Booker (@CoryBooker), to drive support for his U.S. Senate campaign.