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Concept:
The reader as reporter - BILD readers can get involved in the day-to-day design of the paper. Readers of Europe’s biggest selling tabloid newspaper can send in pictures of current events using the network-independent SMS and MMS-compatible short code 1414 or via e-mail. Senders will be paid a fee if their photo is published along with their name.
Objectives: - User Generated Content (UGC) to encourage reader loyalty
- Establishing a short code as a brand
Implementation:
Every day the paper will publish the best photos of spectacular and extraordinary events and natural phenomena under the category BILD reader reporter 1414. What’s more, the paper will pay € 500 for each photo that is published nationally and € 100 for each photo that is published regionally. At the same time as launching a comprehensive marketing campaign the paper also started to integrate these photos across the various departments. By doing this the BILD editorial team is hoping, above all, to get photos of major world events.
TV and radio ads are among the measures that have been used to publicise the campaign. At the moment the campaign is set to run indefinitely and further campaigns are being planned. arvato mobile is responsible for the entire technical implementation – from processing the MMS that are sent in to providing the images to BILD for selection.
This customer solutions consists of following arvato mobile products and services: User Generated Content, Adress Management Tool, Consulting, Fulfilment, Service Numbers
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