Adenyo recently launched a text-to-win contest for viewers of the 2010 MuchMusic Video Awards, and as a result saw extraordinary response to the promotion.
The interactive mobile contest offered the chance to win a $10,000 grand prize, and more than 82,000 text message entries were received during the two-and-a-half hour duration. During the live broadcast, MuchMusic asked MMVA’s 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. Nearly 10% of 1,000,000+ viewers participated in the mobile trivia contest, adding to the excitement of the highly popular event and driving audience interaction with the MuchMusic brand.
“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.”
Adenyo noted in its press release that the entire campaign was built within two weeks, when a “national, cross-carrier campaign of this magnitude normally requires a three-to-four-week turnaround.”
“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.”