In an effort to reach a younger target demographic, UK television network Channel 4 decided to turn to the one media format that all of the kids are using these days.
Animated .gifs.
Yep.
We built this site on Tumblr, but in the process of doing so hacked Tumblr like it was attacking my family. Pushing Tumblr in directions it was never meant to go has become somewhat of a hobby as of late and in the end it turned out to be a near-perfect CMS for this sort of thing. The benefit of pushing all .gif content to followers’ Tumblr Dashboards helped spread the site farther and wider than we ever hoped imaginable. A combination of Tumblr and an S3-powered Backbone application keeps everything humming nice and smoothly.