Agency: PHD | Authors: 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...