CBC/Radio Canada: Mobile Participation

The right mobile participation platform helped a national broadcaster set a new standard for audience involvement with polls, surveys and relational marketing.

Client

CBC/Radio-Canada is Canada's national public broadcaster and one of this country’s largest cultural institutions.

Challenge

Kraft Hockeyville 2009 is a Canadian reality television series developed by CBC Sports and sponsored by Kraft Foods in which communities across Canada compete to demonstrate their commitment to the sport of ice hockey. At stages throughout the series, the audience votes for their favourite Hockeyville community, culminating in a winner that participants feel best embodies the spirit of hockey and hometown pride.

Solution

Adenyo created an interactive voice response (IVR) and short message system (SMS) platform for wireline and mobile voting. The Hockeyville audience could vote by calling or sending a text message while they watched the show.

Result

Kraft Hockeyville 2009 was CBC's largest, most successful mobile vote campaign to date. Adenyo's highly scalable infrastructure ensured that the millions of incoming wireless and wireline votes were successfully tallied over several months, with nearly double the number of responses coming via SMS rather than voice.

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