Agency: OMD UK
Lead planner: Laura Bennett
We decided to take advantage of the target audience of young drivers moving from local to online communities.
In January 2007, there was a great deal of noise about Skins. E4 wanted to find a partner to build interest in the show through social networks and true user-generated content, with the audience being able to appear in the show and shape storylines.
OMD saw an opportunity to put BSM at the centre of this credible young community.
We knitted the BSM brand into Skins' content and information wherever it was delivered, across TV, video-on-demand and online. Display ads were placed on MySpace, Facebook and Bebo, where we could drive people to participate, act and respond. In this arena, just being there isn't enough, so fans received a privileged route into Skins.
By interacting with BSM ads, fans could remix the Skins soundtrack, win a car that appeared in the show, tickets to parties with the cast and an acting part in the second series.
Encouraging participation generated vast amounts of data and hot leads, which translated into sales leads for BSM. Broadcast sponsorship took this to a wider audience, delivering an over-arching brand effect and putting BSM back into the consciousness of young people.
The campaign generated a return on investment of 9:1. New learner drivers at BSM increased by 7%. More than 20,000 people entered the competition, generating 11,800 hot leads for BSM's call centre.
People seemed to notice the association, with 72% of viewers aware of the sponsorship and 82% agreeing that it was a "good fit" with the programme (source: Channel 4 research).
Laura Bennett, communications planning manager, OMD UK
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