Mobile Case Study: Heat

Working with Blyk, the aim of the campaign was to build a core audience for Heat magazine on mobile, which would provide free entertainment and information lead content.

Client: Heat magazine

Activity: H1 2008

Medium: Blyk created two Heat branded messaging slots to deliver weekly content. Heat Scoop was an MMS featuring the most up to date celebrity gossip every Wednesday afternoon, while Heat “Guess Who?” was celebrity news sent every Friday afternoon.

Conclusion: Heat built an audience of celebrity gossip fans on Blyk, with the audience reach increasing from 4,000 to nearly 20,000 through the first half of 2008 for both branded messages. Heat Scoop made over 250,000 content impressions during H1 2008, while “Guess Who?” received an average response rate of 35% across 15 weeks.

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Case study provided in association with the IAB