MTV Networks� The N About a Girl (Nokia)

Abbie Weiss — 2008-04-30T06:00:00-01:00

Category: Case Studies

MTV Networks’ The N About a Girl (Nokia)

The client – The N

The N, MTV Networks’ nighttime network for teens, airs 6 p.m. to 6 a.m. ET and is available in 57 million households via cable, digital cable and satellite television. The N's mission is to be the authentic voice for teens and help them figure out their lives with sharp, relevant, topical programming on-air and online. The N features award-winning original shows including: Degrassi: The Next Generation, Instant Star, South of Nowhere and O’Grady.

The challenge

In the fall of 2007, The N, the night-time network for teens and a programming arm of MTV Networks, launched a new series, About a Girl. The program follows Amy, an overachiever who thought she had college all planned out, but she never expected to spend her sophomore year sharing a house with four guys.

To connect with the network’s audience, teens and young adults age 13 to 24, executives turned to mobile, working with Nokia Interactive to help raise awareness of the television program and drive viewership. The objectives were to:

• Build awareness of About a Girl and The N

• Drive consumers to watch About a Girl

• Encourage visitors to view the About a Girl mobile Web site to sign up for text alerts

The solution

The Nokia Interactive team worked closely with representatives from The N to ensure the creation of a compelling and multifaceted, built-for-mobile experience while maintaining the show’s brand ‘voice.’ To drive traffic to the mobile Web site, Nokia Interactive created mobile banner ads that ran for the 13-week program on carriergrade media.

The Nokia Interactive Platform powered the mobile Web site, which includes a number of interactive mechanics, including a station finder, a mobile “love matchmaker,” character biographies, a contest to win a $3,000 bedroom makeover, and show text alerts that were coupled with weekly giveaways to discourage alert opt-outs. One of the most popular and innovative facets of the site allows visitors to make their own mobile wallpaper with pictures of the program’s stars.

The results

With the help of Nokia Interactive , The N was able to establish a channel for ongoing communications with its fan base, via text alerts. The N can now use mobile to deepen the relationship and drive viewership by sending tune-in reminders.

In addition to helping foster a relationship between the brand – The N – and its audience, average mobile Web site views increased dramatically with mobile banner advertising:

• 2.5 times as many contest submissions

• 53 times as many video downloads

Client: MTV Networks’ The N

Sector: Entertainment, Television Programming

Challenge: Drive visitors to the About a Girl mobile Web site to sign up for text alerts

Solution: Targeted mobile advertising and engaging mobile Web site

Result: Active audience participation with mobile content downloads, contest submissions, and channel finder

Future: Features, including character bios, have been added to the About a Girl WAP site

About Nokia Interactive

Nokia Interactive provides marketers with a standardized, global approach to mobile advertising and marketing. The Company offers brands global mobile advertising reach across more than 100 million mobile consumers through the Nokia Media Network, a mobile advertising network comprised of blue-chip publishers, Tier 1 mobile operators and Nokia properties. Nokia Interactive also provides an end-to-end, high-value mobile advertising experience to engage consumers and reach new audiences. With offices in Beijing, Boston, Chicago, Dusseldorf, Frankfurt, Helsinki, London, Los Angeles, Madrid, Milan, Minneapolis, Mumbai, Munich, New York, Paris, Singapore and Shanghai, Nokia Interactive is helping brands reach new consumers and helping publishers monetize their media. To see mobile advertising in action, visit http://nokiaads.mobi on your mobile phone. For more information, please call +1 617 262 7001.

Nokia

Nokia is the world leader in mobility, driving the transformation and growth of the converging Internet and communications industries. http://adservice.nokia.com

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MTV Networks� The N About a Girl (Nokia)