BEING REMARKABLE MEANS BEING TRULY INTERACTIVE

Introduction

MTV and Nickelodeon operate in an age where young people influence each other as much as the media influences them. Exciting today’s savvy audiences is more about being remarkable than advertising exposure. This is where viewer interactivity can be the difference between being lost in the clutter and standing out like SpongeBob SquarePants.

MTV and Nickelodeon have taken to interactivity, promoting interactive text competitions to eager audiences. They wanted to run multiple campaigns every week, though time and cost constraints meant campaign setup and management had to remain in-house. Touchpoint’s Promotions Module put them in control.

Campaign snapshot

On a regular basis MTV and Nickelodeon ran multiple text-based campaigns supporting their shows. One campaign encouraged users to text in answers to advertised questions, with correct answers eligible for a prize draw. The other invited users to text answers from a pre-selected list, labeled as either A, B, C or D, with viewers simply texting in the letter corresponding to their chosen answer. Viewers who selected the correct answer qualified for the prize draw.

Campaign results

• The campaign attracted up to 3,500 entries over a two-to-five day period where the competition was promoted on-air four-to-five times daily (Nickelodeon Bikini Bottom Bonanza)
• Major cost savings as Nickelodeon and MTV run campaigns themselves and only pay a small monthly service fee
• Faster campaign creation and implementation - campaign turnaround is just 30 minutes
• Nickelodeon and MTV are able to set up and run campaigns themselves, while Touchpoint provides 24/7 support
• Touchpoint’s Promotions Module provides Nickelodeon and MTV with web-based access to a command centre. There’s no need to install software
• Easy reporting provides an overview of audience viewing and response behaviour

Touchpoint interactive technology modules:

• Promotions Module, providing a web interface to the Touchpoint management console