Kabuki Battle
Client: MTV
300.000 screenagers participated in the Kabuki Battle at the interactive channels TV, Web and Mobile. Spin nominated.
1. Challenge
Our challenge was to create new interactive personas in order to position MTV and TMF as the next generation interactive channels for tv, web and mobile. Target audience was a 13-24 years audience in the Benelux region.
2. Strategy
Insights: screenagers like to play games and create interactive avatars. We need to go fully overboard on tv, web and mobile to engage
the target audience.
3. Concept
We created 5 Japanese action heroes called: Kabuki. In the Kabuki Battle arena we offered
a multiplayer battle game, a user created
hotpix gallery, avatars, mobile games, ringtones, MSN Messenger emoticons and more interactive entertainment.
4. Use of media
First we launched the Kabuki Battle with 5 second Kabuki TV commercials. Next we started an online rich media campaign, a TAB on MSN Messenger, a campaign on Hyves and Google and a mobile campaign.
5. Results
In 4 months over 300.000 people played the Kabuki Battle, 57.000 Kabuki emotion packs
were downloaded from Messenger, over 3.500 hotpix were created and 5.400 paid mobile
games were downloaded. 78% of the audience rated the Kabuki as totally awesome
(source: MTV SwitchOn panel).
6. Nominations
Kabuki Battle was nominated as best interactive gaming concept at the Dutch Spin Awards.
Kabuki Battle
Client: MTV
300.000 screenagers participated in the Kabuki Battle at the interactive channels TV, Web and Mobile. Spin nominated.
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