MyThum
|
 |
| MyThum powered a contest for Global Television that engaged viewers and drove new revenue for its broadcast of the 2005 Grammy Awards. |
|
Background
- Global Television engaged MyThum to create a mobile phone campaign leading up to its broadcast of the 2005 Grammy Awards
Mobile
Objectives
- Entertain young adults and incent them to watch the Grammy broadcast
- Generate incremental revenue from both viewers and potential advertisers
- Build a database of users that could be leveraged for future promotions
MyThum
Solutions
- Viewers encouraged to ext GRAMMY to 456225 (GLOBAL) for a chance to win a trip to the 2006 Grammys
- Poll question sent back to users asked them to pick the Best New Artist winner
- Winners and poll results were to be announced during the live broadcast
- Each message cost viewers 50 cents to send
- Return messaging included sponsor branding and a generic PIN code that users could redeem at Canada.com to get exra ballots
Results
- 10,950 messages in five weeks from 4,579 unique users; 95% answered the poll question after entering the contest
- Global earned a share of revenue for each message sent by viewers
- Online redemption of PIN codes captured user database information
- The program was sponsored by Excel Mints
|
|
 |
|
| "MyThum's reputation for professionalism and expertise is well deserved. They worked with our team through every step of the process from ideation to execution and were thoroughly committed to making this program a success. We look forward to many more mobile initiatives with them." |
|
| - Jon de la Mothe, Manager, Online & Mobile Projects, CanWest Interactive |
|
 |
|
