The Apprentice Promotion
As part of the policy of supporting programmes with mobile content and services TVNZ created a promotion around the Mobile game based on The Apprentice programme.

Viewers are encouraged to text to download the game.  The benefits for TVNZ were multiple:

1. It meet the objective of providing additional interest and activity around a programme title.
2. Created the opportunity to
   extend the advertising proposition into a sales promotion with brand sponsorship.
3. It generated an immediate direct revenue stream
4. Created measurable results and metrics about viewer reactions..

The mode of advertising for the game is varied during the series.  Initially the call to action included a direction to go to the web.  The results of this were used to measure the relative effectiveness of this versus a text message.

Further into the series a sales promotion is added, which will enable advertising sponsors to participate.  The sponsors are a Hotel and casino hain, a limousine company and a helicopter Charter company.

Summary:

1. Supporting a TV show with related Branded Content
2. Opportunities created to measure viewer reactions
3. Direct revenue opportunity
4. Incremental advertising sales

It generated an immediate direct revenue stream & created measurable results and metrics about viewer reactions.