MTV

Connecting With Music Lovers Like Never Before

Background

With access to music content increasing, especially across multiple media channels, MTV was seeking for a way to differentiate its brand and increase its reach to key viewer segments.  By developing a service that would foster sharing and the exchange of music content, MTV sought to grow its viewer engagement and frequency.
 

Idea

As a relatively young media channel, but one highly attractive to their key youth segment, mobile was the perfect match. Drawing from our Akazoo service platform, InternetQ launched a mobile entertainment community around MTV’s rich music content selection through an integrated TV campaign. The subscription based service was catered to the youth and viewers had continuous access to MTV’s newest and hottest content through the mobile handset. Finally the service’s community structure enabled on-the-go socializing, commenting, rating and sharing of MTV’s content.

Result

MTV Akazoo mobile entertainment community drove 100,000 registered users in a matter of a few months. At the same time it connects thousands of MTVs music lovers into a targeted mobile music community where viewers have more frequent contact with the MTV brand and content and where they meet to socialize.