Vibes

Overview

Warner Bros, the producers of CW’s Gossip Girl, came to Vibes in search of a compelling way to monetize the show’s content.

Challenge

Package the content in a way that made the fans feel as if they were part of an exclusive “in crowd.”

Solution

Calls to action ran during commercial breaks of the show and placed on the Gossip Girl website that prompted fans to text in to receive frequent mobile alerts with up to date “Gossip Girl” tidbits. The alerts contained all kinds of gossip from giving away scandalous show secrets and discussing the look of the week, to fashion tips and trends. Once inside the Gossip Girl circle, devoted followers were given a number of other options such as purchasing the show’s music for direct download to their phone and taking personality quizzes that matched them up with the show’s characters. The mobile program ran for the entire 2008 Gossip Girl season and was a big success.

Results

For confidentiality purposes, please contact us for program results.