Cannes Lions

MOBILE INTERNET SERVICE

OMD, Dusseldorf / VODAFONE / 2008

Presentation Image

Overview

Entries

Credits

Overview

Execution

Duels aren’t anything new on TV. Combining them with interaction and web communities seems a real challenge and innovation. In this case celebrities Nova and Peer battled each other with their particular communities. The only help they hadwere their online communities and the World Wide Web in their hands!In every show the two were given a task. At the end of every show they guided the viewers to the web so they could help solve the task.E.g. Nova and Peer had to reinterpret the Vodafone campaign song and shoot a video with their mobile phones which was broadcast on YouTube.This worked perfectly as a cliff hanger from on air to online. It also caused online peaks of more than 10% of the TV viewers. The results of the battles, meaning the winner of every task, were announced in the next TV show on ProSieben.

Outcome

The Community Battle shows aired directly after TV total, a popular show among the target group (adults 18-39) and with that were embedded in the perfect content. YouTube and eBay also made great platforms for the Community Battle’s target group as these are of great interest to them.

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