JUICE programmed 175 phones with custom phone numbers, Touch branding, show images, promos and alarm reminders and then sent them out into the Canadian marketplace. The goal was to get each individual that received a phone to take a picture of something that inspired them and submit the photo via MMS and then pass on the phone. Global was the first broadcaster in Canada to work with JUICE in executing a campaign that included online, mobile and social media in a cross platform promotion. The mobile campaign won a Silver award in Consumer Services in the Experiential and Innovative Media category at the 2012 CMA
Awards.
The Ask
Global Television asked JUICE to create a mobile campaign to engage Canadians across the country and generate buzz for the premiere of their new show Touch. Building on the premise that we are all interconnected, Global wanted to find a way to get phones into consumers’ hands to measure how we can impact the lives of complete strangers.
The Solution
JUICE planned and executed Canada’s first-ever phone-skipping campaign, using mobile to activate all other media. The media company pledged to make donations to the Make a Wish Canada for each photo posted online of something that emotionally connected with the participants.
The Results
The industry-leading campaign proved mobile devices can connect people in intriguing, real life ways. Global donated $10,000 to Make a Wish Canada after engaging more than 1000 participants. Canada’s first phone-skipping campaign earned three nominations for Media Innovation Awards.