MTV: The Best Years

MTV’s The N speaks to teens with mobile advertising

The client – MTV Networks’ The N

A programming arm of MTV Networks, The N presents the authentic teen experience with all its emotional intensity, energy and humor on TV and online. The N’s TV schedule features 24 hours a day of award-winning series, original TV shows, and well-loved TV favorites including Degrassi: The Next Generation, Instant Star, The Best Years, About A Girl, Saved by the Bell, That 70’s Show and The Fresh Prince of Bel-Air.

The challenge – Drive awareness and viewership of The Best Years

When The N launched a new series, The Best Years, executives wanted to encourage teens to watch. The Best Years is the network’s first college-based, one-hour drama featuring Samantha Best (Charity Shea, “Alpha Dog”) as she starts her freshman year at prestigious Charles University in Massachusetts.

To connect with the network’s teen audience, executives turned to mobile, working with Nokia to help raise awareness of the television program and drive viewership.

The solution – Mobile advertising campaign and engaging mobile Web site

The Best Years mobile Web site contained a variety of interactive mechanics, including show alerts and a station finder.

One of the most popular features of the site was the “Are You a Mean Girl?” personality quiz. Visitors could read biographies of the main characters and take a quiz to see which character they most resembled. Visitors were also able to forward the quiz to a friend, enabling viral spread.

The results – More than 3 in 4 visitors to the site used the station finder; approximately 50% signed up for text alerts

78% of site visitors used the station finder to see when and on what channel the show airs. Approximately 50% of the site’s visitors signed up to receive weekly text alerts for the show, enabling The N to establish an ongoing dialogue with fans and also drive tune-in.

To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device.