First ever development of creative narrative content exclusively for mobile

Powered by MIDAS - MIG's multi functional mobile interactive delivery application solution

Mobile Interactive Group (MIG) has been commissioned by BBC Switch and Digital Production Company, Conker Media, to power the first ever piece of creative narrative content made exclusively for distribution via the mobile channel. Proper Messy, tells the story of a group of young people thrown together, each weekend for six weeks. As well as TV and online episodes, the drama uses SMS, MMS and Video, which is run through MIG's MIDAS messaging platform. The campaign launched on the 24th January and has been designed to specifically target BBC Switch's youth demographic, aged between 12 and 17 years.

The purpose of the campaign is to see how today's youth will engage and respond with interactive content. Recruitment for the campaign has been primarily conducted online via the BBC Switch website (www.bbc.co.uk/propermessy) and captured participants' details such as mobile number, as well as their chosen method of 'keeping in touch'.

Capturing the participants' mobile preferences helped define the delivery mechanic used, as each daily segment of the story will be available via SMS, MMS and mobile video to fully engage and penetrate the target audience. Delivering a maximum of three messages a day, the Conker Media editorial team will pose questions prompting audience feedback and commentary so everyone has a voice in how the storyline evolves, incentivising viewers to get involved.

Tim Dunn, Head of Marketing Services, MIG said, "MIG has worked with the BBC on a previous campaign, utilising the CRM capabilities of MIG's interactive messaging solution MIDAS, to measure the potential for engaging with Radio 1 listeners via mobile in between shows to capture data through opinion polls. MIDAS' inbuilt CRM functionality, in conjunction with multiple features on the platform including list management and moderation, is designed to manage sophisticated mobile campaigns and to respond to customer messages in a manner that is both responsive and timely." Lee Hardman, Head of Conker Media, said, "Conker Media has been developing the 'proof of concept' to find out how successfully a story narrative can be told via mobile.

"This is the first time we have worked with BBC Switch and MIG to deliver creative content exclusively for the mobile channel and it's an extremely exciting project to be part of. We always want to push the boundaries and like to embrace new channels to communicate with our target audiences and we recognise the reach, usability and targeting mobile offers, particularly to a younger demographic."