In 2008, Virgin 1 secured the rights to broadcast Terminator: The Sarah Connor Chronicles in the UK, following its US network debut on Fox, which attracted 18 million viewers. The challenge for Virgin in the UK was to replicate the buzz and excitement which surrounded its US success. And to create something credible, they used the mobile medium as an alternative and innovative way of reaching the, normally hard to reach, target audience of 16-34 year old males.
Incentivated created a campaign that allowed users to ‘send’ a Terminator to a friend’s mobile. Users could personalise the film and forward it to friends directly from their own mobile, spreading the buzz further. It was a unique personal experience that turned everyone’s mobile device into a new show-off experience.
The campaign utilises mobile’s unique location based ability to locate the position of the receiver’s mobile phone at that exact moment. This position is sent back via the mobile network and entered into the video. This element really makes this campaign stand out with the WOW factor required by Virgin 1. The recipient can forward the message onto further friends from their phone from www.terminate-a-mate.mobi,and hence create a great viral campaign.
By using triangulation/GPS you could see which areas of the country were desperate to Terminate their mates. And in terms of relationship marketing, the campaign actually ended a relationship! The Mirror ran a story about the wife of an Essex builder who caught him out, when he showed the film on his mobile and she noticed his location on the street of his ex-girlfriend earlier that day.
However, the campaign was compliant with legislation governing mobile privacy. No information is passed on except location based on nearest cell site, which the terminated person’s operator supplies in order to pull the correct map for display on their handset. The person’s location is never known by the terminator, and no personal, financial or operational data is disclosed about the mate being terminated.
The Overall results:
Around 3,500 personalised videos were sent in the first month following the launch of the campaign. The campaign also generated Virgin 1’s largest-ever audience (400% higher than their previous highest-rated show)
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