seventeen magazine recently partnered with MTN to track down SA’s sexiest teen hottie.
The competition had a multi-medium approach: Online at
www.seventeen.co.za, and in print in the March and April issues of the magazine.
seventeen readers were asked to send a picture of their hottie via MMS to the seventeen digital team.
Voting took place on
www.seventeen.co.za where the gallery went live and over 300 MMSs were received. www.seventeen.co.za saw a 102% increase in website traffic over the voting period, according to Nielsen NetRatings.
The campaign response was underpinned by great prizes – the hottie with the most votes and his partner won Sony Ericsson phones, his and hers Tommy fragrances, R500 MTN pay as you go airtime, and MTN “SMS 100” bundles.
Natalie Dixon, Digital Publisher of seventeen says, “MTN Loaded is an amazingly creative brand and we were excited about working together on a mobile user-generated content campaign that resonated so brilliantly with teen girls. seventeen is committed to making print, online and mobile complementary mediums, and this campaign proves it can work”.
seventeen’s June issue features SA’s top 20 hotties and winner, Zayne Glover features on
www.seventeen.co.za.