MTV Nickelodeon

Being remarkable means being truly interactive

The Results

  • Up to 3,500 entries over 2 days
  • Campaigns created in as little as 30 minutes
  • Cost savings through in-house campaign creation
  • Real time reporting of response behaviour

The challenge

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.

The solution

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.

Touchpoint put Nickelodeon in control, letting them set up and run the campaigns themselves without installing any software, while Touchpoint provided 24/7 support. Web-based access to the Touchpoint Interactive Marketing Platform made these campaigns possible, and easy reporting provided an overview of audience viewing and response behaviour.

How Touchpoint technology helped

Promotions: executing and managing promotions with Touchpoint enables MTV to cost effectively run campaigns via various channels; then track, change or enhance them as they run to improve results and performance.

Reporting: real time reporting provides a dashboard view of databases and campaign participation, and can be used to track consumer behaviour.

 

 

 

 

 

 



Brand

MTV and Nickelodeon

Campaign

Ongoing SMS campaigns and competitions

Channels
  • Television
  • Mobile

MTV target audience

New Zealand youth 18-24yrs

Nickelodeon target audience

New Zealand youth 5-15yrs