The Network TEN show RPM is aired at different times each week. On behalf of the network, Hyro created a multi-award winning weekly 'mobile video magazine'.
Background
The first of its kind in Australia, RPM Live gave Network TEN a totally new medium in which to reach their audience and offer advertisers a truly cross platform solution to suit their requirements, whilst also capturing viewer demographic information.
The Challenge
The Network TEN show, RPM is aired at different times each week. The network wanted something unique and compelling created in order to:
- Remind the show’s audience of the changing screen times.
- Preview the next episode.
- Send reminders of the new airtime.
- Obtain audience demographics.
- Build a mobile database to communicate special offers.
- Create a valuable new advertising medium.
- Start relaying video content to mobile phones via a carrier agnostic solution.
The Digital Business Solution
Hyro created a weekly 'mobile video magazine' to an opt-in mobile club which:
- Highlighted what's on the show that particular week, its air time, plus competitions and polls.
- Utilised the media rich features of the new 2.5 and 3g handsets including colour, graphics and video.
- Brought to life a fresh new opportunity for advertisers.
- Contained new and fresh content each week.
- Captured important viewer demographic and magazine usage data.
Success Achieved
RPM Producer, Scott Young had this to say about the RPM Mobile Mag:
“The creation of the mobile mag gave us a new medium in which to reach our audience away from the show. Integrating advertising into our mobile video, positions us as a truly cross platform solution for advertisers”
- Known as Australia’s first mobile magazine.
- Provided a compelling and beneficial audience engagement tool away from the web or TV screen.
- Showed ability to drive viewers back to the TV in a cutting edge way.
- Became one of Australia’s first true mobile video advertising solutions.
- Gave sponsor’s WPS a cross platform advertising opportunity.
- The downloadable video solution is carrier independent.
- Built a sucessful mobile database for Network TEN.
- Increased subscriber numbers by 10% each week.
- Opt-out subscriber numbers reached a low of only 10%.
- Used WAP to capture valuable demographic data.