Heat building an audience through content

1
Heat building an audience through content

• Objectives
• Create a unique collaboration between weekly
  gossip magazine Heat and Blyk
• Build a core audience for Heat to frequently
  deliver free entertainment and information lead
  content
• Enhance member experience
• Build Blyks credentials as a platform for
  delivering content
• Drive affinity with the Heat media brand amongst
  an audience
• Complement Heats other content channels weekly
  magazine and website
• The Blyk Solution
• Blyk created two Heat branded messaging slots to
  deliver content weekly to female members
• Heat Scoop An MMS featuring the most up to date
  celebrity gossip sent every Wednesday afternoon
• gt The day after the release of Heat magazine
• Heat Guess who? Celebrity news delivered
  through an engaging dialogue sent every Friday
  afternoon
• gt A brand new way of delivering content
• gt Timed to arrive when members would most
  likely be seeing their friends
• The solution allowed Blyk to increase the size of
  a celebrity and gossip based audience for Heat

2
Heat - Results
menu

• Heat built an audience of celebrity gossip fans
  on Blyk
• Audience reach increased from 4,000 engaged
  members to nearly 20,000 through the first half
  of 2008 for both branded messages
• Heat Scoop
• Made over 250,000 content impressions in the
  first half of 2008
• Heat Guess who?
• Received an average response rate of 35 across
  15 weeks
• High response shows success of entertainment lead
  messages
• Average response steadily increased week on week
• Shows effectiveness of building an audience on
  Blyk
• and consistency of delivering content through a
  dialogue

Average response 35
20
Total response 21
Total Response 51