Company:
Nellymoser

Campaign:
VH1 Mobile Junk 20

Challenge:
MTV Networks and VH1 needed to develop and deploy a mobile rich media experience that combined their online and TV program, VH1 Web Junk 20. VH1 Mobile Junk 20 was born. In doing so, VH1 enabled dynamic interactions with its fan base through mass market phones across the U.S.

VH1’s Web Junk 20’s digital convergence signaled the value of combining three channels into one, powerful digital experience for fans looking for more interaction outside of their PC or TV. With VH1’s reputation for innovative programming, the mobile component of the VH1 Web Junk 20 franchise would need to be perfectly executed to increase revenues and not squander hard earned brand capital established in other channels.

Solution:
This unique approach relied on Nellymoser’s ASAO Next Generation Mobile Media Platform to provide a mobile user experience for VH1 Mobile Junk 20 that gives users the ability to upload, view and share video and photos taken with their mobile devices. Unlike other experiences, either mobile or online, consumer’s interaction determines what videos the television program Web Junk 20 plays each week on VH1. <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

With the ability to engage millions of subscribers on multiple cellular networks in the US, Vh1’s Mobile Junk 20 not only sets new standards for UGC (user generated content) and social networking services, but also market penetration.

In addition to offering users the functionality to capture and upload user-generated content, the service gives users the ability to watch, rate, and share videos and photos submitted by others. Additional future functionality allows users to create profile pages and leave messages, or “stickies,” for others creating a unique, user-generated mobile community.

Results:
ASAO Next Generation Mobile Media Platform enabled Vh1 to overcome a fragmented market with dozens of network operators, a diversity of mobile device standards and numerous distribution channels with differing revenue models. Nellymoser, with VH1 Mobile Junk 20, provided MTV Networks and VH1 with a fast and efficient path to mobile revenues, while setting new standards of user experience, interactivity and mobile content consumption.

About Nellymoser
Nellymoser is the leading mobile media and service delivery platform provider. Utilizing Nellymoser's ASAO Next Generation Mobile Media Platform, tools, and portfolio of configurable frameworks, leading media companies and network operators deliver interactive and personalized mobile experiences that include on-demand video, music, ringtones, communities and games. We make it easy and fun for consumers to discover, preview, purchase, share and enjoy rich content directly from their mobile devices. Customers include MTV Networks, Warner Music Group, Hachette Filipacchi Media US, Fox Interactive Media, Microsoft, Macromedia, Leapfrog, Sony, Ericsson, Vivendi Universal and Electronic Arts. For more information, visit nellymoser.com