TV Guide (GoldPocket Wireless) | MMA Global

TV Guide (GoldPocket Wireless)

January 16, 2006



GoldPocket Wireless Case Study – TV Guide

Programming:
Joan & Melissa River’s Red Carpet Oscar Show

Goal:
To drive viewer interaction with its Red Carpet show for the Oscars, create an innovative “live” mobile polling campaign, and offer a prize for participation.

Solution:

TV Guide and GoldPocket Wireless created and implemented the standard SMS campaign that allowed viewers a chance to submit their “Red Carpet” views, win a prize and see the results of the poll live on-air within minutes of voting. Throughout the broadcast, multiple questions were asked of the audience, results were tabulated live (through EMConnect’s real-time reporting) and then announced on-air by Melissa Rivers. One question in particular gave participants the opportunity to win a "Joan & Melissa Rivers" glider pen. The first 500 viewers to correctly guess the number of carats in Melissa Rivers' "million dollar microphone" could claim the free pen. In order to have the pen mailed to them, winners were driven back to the TV Guide Channel web-site, where they entered in their full mailing address and contact information. 

Technology:
GoldPocket Wireless provided all the technical aspects of the promotion including direct carrier connections and billing integrations, standard SMS, real-time reporting and customer service, and web registration support.

Results:
TV Guide reached not only their participation goals for the campaign but managed a 60%+ conversion rate (ie, the number of winners who went to the web-site to enter in their address information) for this campaign.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />