MTG TV Promo, Case study GLAMOURAMA by Naked Communications

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Sweden
Agency Naked Communications
Released January 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: MTG TV
Product/Service: TV3PLAY INTERNET TV
Date of First Appearance: Jan 20 2010 12:00AM
Entrant Company: NAKED SWEDEN, Stockholm, SWEDEN
Entry URL:
: Fredrik Svensson (Naked)
: Johan Falk (Naked)
: Sebastian Ljung (Strix Television)
: Mattias Almbring Norberg (Strix Television)
: Robert Kviby (MTG TV)
: Christoffer Dymling (Naked)
Media placement: Social media - blogs - 20/01/2010
Media placement: Online TV - TV3play - 20/01/2010
Results and Effectiveness
Glamourama became the most viewed show on TV3play with more than 2.1 million viewers. It was the number one most watched show among young women on the Internet. Glamourama is, so far, the most blogged-about popular culture topic in 2010 with over 20,000 registered blog posts. The show generated 85,900 hits on Google. Through Glamourama we transformed our target group’s behaviour of not watching shows on the Internet and TV3play now have over 50% female viewers.
Creative Execution
To create a conversation and interest about TV3play among blog readers we created the show Glamourama. The Show was centred around three girls with three of Sweden's biggest blogs. Bloggers write about stuff happening in other blogs. The set up of characters created a huge buzz in all relevant blogs and was the talk of the blogosphere months before the premiere of the show. We spread rumours from the production along with pre screen material by using the girls that where in the show’s blogs as seeding platforms thus not only reaching out to the hundreds of thousands that followed our girls’ blogs, but to millions that read other blogs that had picked up the seeded material.Every show generated new conversations and as the show progressed, we casted new bloggers. This generated coverage on the new characters’ blogs, which lead to their followers becoming fans of the show too.
Insights, Strategy & the Idea
TV3 (Sweden’s second largest commercial TV-station) was about to launch TV on Internet, TV3play, where viewers can see their favourite TV3 shows on demand. TV3 had strong formats for men but where unsure if they could attract the young women that they needed to surpass their competitors. In Sweden young women are by far the most frequent online users but their Internet behaviour are not to watch films or TV series but rather to read blogs. The target group’s interest for the girls in their favourite blogs are endless. If we could find a way to transform that following we would win our target group’s interest. The solution was the first ever TV sent blog format, aired only on TV3 play. A TV show that followed 3 of Sweden’s biggest bloggers’ everyday life. Giving the viewers a much longed for glimpse in to their life beyond their blogs.