“Over the last 3 years we’ve enjoyed a great working relationship with Fonix, with the team always delivering an exceptional technical and operational service.”
Melissa Goodwin,
Head of Commercial Partnerships, Channel 5/Viacom
Increasing audience engagement via mobile
Channel 5, one of Britain’s biggest commercial broadcasters selected Fonix to deliver mobile interactivity across their formats including The Gadget Show, Big Brother, Lipsync Battle, NCIS, Classic Car, Ex on the Beach and Geordie Shore.
Challenge
Most consumers now watch TV while on their phone, ipad etc; TV no longer has 100% of their attention. When running interactive services, reaching out and engaging has become a crucial part to a formats success. With the mobile phone being such a personal device, providing viewers with a positive experience plays an integral role to engagement levels…and that’s where Fonix’s intelligent CRM strategy came in.
Solution
Fonix work with Channel 5 to deliver competitions, promotions and interactive response messaging and CRM services.
Viewers are able to interact and engage with their favourite TV shows, giving Channel 5 the opportunity to optimise their mobile campaigns in an increasingly value added TV experience.
For competitions, Fonix delivered a 6 for 4 competition entry mechanic. If a consumer text in twice they receive a free third entry, if they text in four times they receive a free sixth entry. Fonix’s intelligent CRM and data segmentation strategy provided consumers with specific marketing messages based on their activity, maximising entry levels while providing a positive user journey.
Results
Since implementing Fonix’s solutions Channel 5 have been able to deliver increased customer retention rates while seeing an increase in the number of competition entries.
Channel 5 have seen up to a 45% increase in competition entries since engaging with consumers via mobile.