How it worked:We created the “ME:TV SWAPIT EXCHANGE” on www.swapitshop.com, one of the UK’s biggest kids’ websites. We worked with Swapitshop to create a ME:TV microsite, with content from the new show and lots of involvement and fun. Kids interacted with ME:TV content to get “swapits” points, then traded for things they wanted – and the chance to win a ME:TV Webcam and be on the TV show.

ME:TV became the biggest-rating kids morning show – (even beating Disney’s High School Musical and its £1m marketing spend).10 times more Webcam entries generated as Nickelodeon needed.All on a budget of $75,000