July 6 , 2010
MMVAs win big with text-to-win contet
Mobile contest raises fan interactivity
Viewers of the 2010 MuchMusic Video Awards leapt at the chance to win $10,000 in an interactive mobile contest powered by mobile marketing software developer Adenyo. More than 82,000 text message entries were received during the two-and-a-half hour duration of the trivia contest, demonstrating the popularity of mobile marketing as a medium for interaction with fans and the robustness of Adenyo’s mobile marketing software solution.
Toronto’s Queen Street West lit up on June 20 with 10,000 on-site attendees and nearly 1,000,000 watching the broadcast live – making this the most successful broadcast of the annual event. Nearly 10% of viewers participated in the mobile trivia contest, adding to the excitement of the highly popular event and driving audience interaction with the MuchMusic brand.
A national, cross-carrier campaign of this magnitude normally requires a three-to-four-week turnaround however Adenyo created and executed the campaign in just two weeks. They quickly and cost-effectively developed, tested and hosted the SMS messaging platform on which the contest ran and provided MuchMusic with valuable customer data and campaign analytics in real time.
“The partnership with Adenyo for the 2010 MMVAs was extremely successful,” said Brad Schwartz, Senior-Vice President, General Manager, Much MTV Group, CTV Inc. “The volume of responses shows how effective mobile initiatives are in reaching MuchMusic’s tech-savvy audience and creating additional excitement for viewers.”
During the live broadcast, MuchMusic asked MMVAs viewers a trivia question for a chance to win $10,000. Viewers were prompted to send their trivia answer via text keyword to short-code 777888. A random winner was selected from correct trivia answers and awarded the cash.
“We were thrilled to be able to provide MuchMusic with the messaging platform to power its MMVAs contest, showcasing the interactivity and dynamism of mobile marketing as an extension of the MuchMusic brand,” said Sean Erjavec, vice president, sales at Adenyo. “The volume of entries and the short development time gave Adenyo an opportunity to prove the scalability and robustness of our software and our capabilities as a service provider.”