Best Mobile Marketing Campaign
Agency: Vibes Media
Campaign: Criss Angel Mindfreak
Client: AETN & Vibes Media
To boost show ratings for Criss Angel Mind Freak, A&E wanted to increase viewer engagement. Other goals included having a minimum of 40,000 viewers participate in the text to IVR portion of the campaign, increase downloads of the mobile app, and add mobile alerts subscribers, Facebook fans and Twitter followers, ultimately improving program ratings by 10%.
A series of mobile campaigns was used to draw the attention of TV viewers with an interactive experience. The first stage of the campaign used on-air messaging in which Criss spoke directly to the audience and invited viewers to text in whether their sex to a shortcode. Criss told the audience he wanted their participation in an “interactive mind reading experiment;” and that he would read their minds right through the television screen and call them with his findings.
Once viewers’ texted to A&E’s shortcode, Criss guided the audience through a series of questions and words both vocally, as well as via on-screen messaging. Each viewer was then asked to “hold an object from the list Criss read in their mind.” He told the audience that he would then call the participants directly and tell them the object they were thinking of. A&E accomplished this by utilizing IVR technology.
The second campaign invited viewers to text in their favorite levitation moment to Criss during the season finale. The submitted texts had the potential to end up on TV live during the show. As viewers texted in, they received a bounce back message to stay connected with Criss via his new app and was offered a link to download.
The final portion of the campaign included a Text-2-Win campaign for a chance to get one of Criss Angel’s magic kits. Viewers could through the Criss Angel website or via a secret keyword revealed in one of Criss’ social media platforms. Fans that were already subscribed to Criss Angel’s alerts received a text message driving them to the website to learn how to enter.
A winner was selected each day and the 11th winner won an autographed magic kit. Winners were announced on Criss’ website as well as contacted by phone.
In total, more than 100,000 unique visitors texted in to have Criss read their mind. The mobile app ranked 51 among 200,000 in the App Store, and program ratings increased by 20%.
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