MTV: About a Girl
MTV's The N drives tune-in with mobile
The client – MTV Networks’ The N
The N is MTV’s television programming arm for teens. 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 – Drive visitors to the About a Girl mobile Web site to sign up for text alerts
In the fall of 2007, The N launched a new series, About a Girl. The program follows Amy, an overachieving college student who 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 to help raise awareness of the television program and drive viewership.
The solution – Targeted mobile advertising and engaging mobile Web site
The Nokia team worked closely with representatives from The N to ensure the creation of a compelling and multi-faceted, built-for-mobile experience while maintaining the show’s brand ‘voice.’ To drive traffic to the mobile Web site, Nokia created mobile banner ads that ran on the Nokia Media Network.
The mobile Web site for About a Girl included a station finder, a “love matchmaker,” a contest to win a $3,000 bedroom makeover, and show text alerts that were coupled with weekly giveaways to discourage opt-outs. One especially innovative feature allowed visitors to make their own mobile wallpaper with pictures of the program’s stars.
The results – Mobile Web site traffic increased dramatically with mobile banner advertising
With the help of Nokia, 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 brand relationship and drive viewership by sending tune-in reminders.
Mobile Web site traffic increased dramatically as a result of the mobile banner ads. When the advertising ran, the mobile site received:
- 44 times more home page views
- 2.5 times more contest submissions
- 53 times more video downloads
To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device.
