Mobile Case Study: Britain’s Next Top Model Living TV

UKTV’s Living TV worked with Blyk to build an audience for its latest series of Britain’s Next Top Model, while also generating awareness of the series.

Client: Living TV’s Britain’s Next Top Model

Activity: 11 weeks of activity in line with the series

Medium: SMS and MMS messages were sent to engage and re-engage female viewers of the show, timed with the start of the show. Also, a bespoke Britain’s Next Top Model WAP site was built and hosted on Blyk, which included free preview clips of each episode and other content, available to download.

Conclusion: A Britain’s Next Top Model audience was created, which could engage with the relevant campaign messages. It was made up of 77% new viewers and 23% lapsed viewers. Across week 3 to week 11, an average of 3.4% downloaded the preview clips to their handset, while the WAP links had a 4% click through rate.

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Case study provided in association with the IAB