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Viral Campaign: Pitch an unconventional and engaging concept to drive awareness and buzz for Bitbop’s launch in Germany.

  • $10,000Total reward
  • $2,000Licensing fee

Community prizes

  • $3,0001st place
  • $2,0002nd place
  • $1,0003rd place
  • $7504th place
  • $5005th - 6th place
  • $2507th - 15th place

Closed

Start date
26-May-2011, 19:59
UTC+0100
Submission deadline
06-Jul-2011, 16:59
UTC+0100
Rating deadline
13-Jul-2011, 16:59
UTC+0100
 
 
 
 
Announced
Submission period (41 Days)
Rating only (7 Days)

Briefing

Pitch an unconventional and engaging concept to drive awareness and buzz for Bitbop’s launch in Germany.

Background

Bitbop is an on demand subscription mobile video service and entertainment platform, launched in the U.S. in early 2010, which allows users to watch their favorite TV shows, anywhere and anytime, across various digital platforms (mobile, computer and tablets). It aims to transform the way people consume media globally.

Bitbop will offer 304 Titles from 17 Channels. The titles offered range from classic TV shows to the latest seasons. Channels include MTV, Comedy Central, Nickelodeon, HBO, Warner, Sony, SevenOne, ARD/Studio Hamburg, ZDF, Brainpool & Red Bull Media.

For only €9.99 subscribers get unlimited video-on-demand. Shows can be streamed on PCs and streamed and downloaded on tablets and smartphones. Bitbop supports PC (Windows & Mac) and a growing list of tablets (iPad, Android) and smartphones (iPhone, BlackBerry, Android and Windows Phone 7).

Bitbop is predominantly used while commuting, at the gym, at home, the office or on business travels.
Some key benefits:

  •     Watch on-demand TV on your computer, tablet and smartphone
  •     Full-length episodes, commercial-free
  •     Stream instantly or download shows to your phone
  •     Connect via internet or any cellular network
  •     Unlimited viewing for €9.99/month
  •     Cancel anytime
The jovoto community and Bitbop recently teamed up to position the product to appeal to a tech-savvy German audience for their launch in the country. Both the Bitbop team here in the US and in Germany were blown away by the print concepts presented and have come back to the community to explore more unconventional ways to amplify their message and spread the word that the service is now available in Germany.

Task Definition

Bitbop wants to generate interest around its recently launched service in Germany. They’ve asked the jovoto community to devise unconventional ways using a combination of engaging offline and/or online experiences to generate awareness buzz around the product. 

The experience should be engaging, provocative (but legal), interesting or unfamiliar. They’re looking for genuinely refreshing ways to drive media attention. It should not be treated like a mere promotion. They’re looking for credible ways to introduce their service to a tech-savvy crowd and allow news of the service to spread either organically or virally across social networks.

Bitbop’s key message is that it transforms downtime: whether it be a train ride or a traffic jam, Bitbop turns it into entertaining moments. They’re looking for interesting interpretations of this message. The options are almost limitless. The only restriction is that the concept shouldn’t be too expensive to execute. They’re committed to launching the campaign in Germany and have asked that the production budget should not exceed €50,000.

The primary objective is to create buzz which ultimately drives attention back to the brand. A secondary objective would be to encourage followers on Twitter or Facebook. We realize that encouraging followers can often feel contrived, so we’re looking for interesting and truly engaging experiences. Users should want to follow the service.

Ideas should be presented using the necessary visuals and descriptions to clearly convey the concept and mechanisms involved.

Below are two unconventional contagious and buzz generating ideas that may help kick start the thought process:


Target Group

Primary market: 
Males 18-40, tech savvy, media junkies, young urban professionals.
Typically they have the most disposable income. This group skews male and has more diverse tastes when it comes to TV shows. They are more likely to be a gamer and watch the most TV - often watching it on online or on a mobile because they don’t have time to watch ‘regular TV’. They typically have the most up to date handset.

General market:
  • Gender: 70% male. 30% female.
  • Age: 20-45 
  • Socioeconomic: middle-upper middle class
  • Geography: Metropolitan areas (Berlin, Munich, Hamburg, etc)
  • Technographic: tech-savy/tech forward – early adopters of new gadgets and new media formats.
  • Psychographic: active, “doers”, concerned with self image, commuters, business travelers, gym members, “wired”, huge consumers of media of all types, social, competitive.

Tonality

  • Startup Culture
  • Cutting-edge
  • Hi-tech
  • Credible
  • Playful
  • Intelligent
  • Playful Irreverence
  • Hip

Mandatory requirements

    • Budget to stage the event is limited (€20,000-€50,000)
    • If you like to try BitBop for free for 3 months, please email them at bitbopde@gmail.com. By agreeing to do so, Bitbop will provide you a login and password via email. 

      Download material

      Click on the following links to download working material and additional information related to the project.

       
       

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