BT Cellnet - How broadcast sponsorship of Big Brother 2 became a business partnership and consumer brand experience

Tony Regan and Adele Gritten

This silver-winning paper demonstrates how BT Cellnet’s £4m sponsorship of ‘Big Brother 2’ communicated key brand messages and made the brand more familiar and relevant to the key 16–24 audience.
Agency: PHDAuthors: Tony Regan and Adele Gritten

 silver award

BT Cellnet and Big Brother 2

How broadcast sponsorship became a business partnership and consumer brand experience

 

Introduction

BT Cellnet's sponsorship of Big Brother 2 was conceived and developed as a business partnership, not simply a broadcast sponsorship. As well as featuring in sponsorship idents around the programme broadcasts and website, BT Cellnet provided the mobile telecomms infrastructure that brought an extra dimension to the second series by making it into a 24/7 fully mobile interactive experience.

As a result, the activity became an exercise in brand...

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