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CLIENT:
HUTCHISON 3
PROJECT:
BERLIN OR BUST - MOBILE TV
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Background:
The etv media group produced 3’s 2006 World Cup Service – "Berlin or Bust" – the world's first made-for-mobile sports magazine show. This was an irreverent and entertaining look at the Football Tournament.
Objectives:
While many of the mobile phone operators have been experimenting with 3G and what it can do for their customers, 3 has led the way in trying to create innovative services while maintaining its quirky and cutting edge brand values. All services aim to:
- Add a compelling, extra-value service which attracts new customers
- Encourage existing customers to buy other 3 products
- Create long term benefits for advertisers from sponsorship/advertising deals
Mechanic:
Berlin or Bust was made up of original programming (in-studio interviews, funny sketches), user-generated content and highlights from all of the matches. Football pundit Ally McCoist provided reports from Germany and a number of celebrity guests from the worlds of music, entertainment and sport were drafted in to provide comment about the tournament. In addition, there were a number of advertisers, such as games company EA, who used the service as an opportunity to target customers.
Results:
3 received over 3.6 million viewings of its World Cup based mobile programming, pushing mobile TV usage to an all time high - up 61% on the month prior to the tournament. It helped boost average weekly TV viewings during the World Cup period to more than 740,000.
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