12snap Extends Relationship with MTV Networks, Developing Successful Mobile Marketing Initiatives

Strategic Insights -

12snap, a NeoMedia Technologies company, has further extended its relationship with MTV Networks, a collaboration that has resulted in the development and implementation of several successful mobile marketing initiatives over the past four years. Building on its expertise in mobile game development, 12snap has created a new mobile game for MTV's popular VIVA television show "Shibuya," which is expected to rival the success of a previous mobile game developed for TV Total. The game will be advertised through various print and TV media channels over a period of three months, and will be available directly from MTV, as well as through the main mobile operators in Germany and Austria.

Key Takeaways:

  • 12snap has developed a mobile game for MTV's VIVA television show "Shibuya," which is expected to be a successful marketing initiative for the entertainment giant.
  • The game is based on the popular karaoke show, and integrates the energy, fun, and musical elements of the program into a mobile phone game.
  • 12snap has a proven track record of developing successful mobile marketing campaigns, including a previous game that held the number one position at the "Vodafone live!" portal.
  • The company has a widespread presence, with branches in Munich, Dusseldorf, New York, London, Milan, Stockholm, and Vienna.
  • 12snap has provided services to prominent brands such as McDonald's, Lufthansa, MTV, Coca-Cola, Ferrero, adidas, Vodafone, Unilever, and Gillette.
  • The Shibuya game developed by 12snap for MTV integrates the energy, fun, and musical elements of the karaoke TV show, with the goal of the game to keep the animated karaoke figure singing and dancing through energy derived from color balls falling in a "Tetris-like" manner.

Statistics:

  • Nearly 1 in 4 German mobile phone users are enthusiastic about games on phones (PC Welt magazine).
  • The Shibuya game will be advertised through various print and TV media channels over a period of three months.
  • The game will be available directly from MTV, as well as through the main mobile operators in Germany and Austria at a price of EUR 4.99.
  • The main mobile operators in Germany have the following market share: T-Mobile (38.1%), Vodafone (37.4%), ePlus (13.2%), and O2 (12.1%) (The Netsize Guide 2006).

Sources:

  • "PC Welt" magazine
  • The Netsize Guide 2006
  • OTC BB (12snap press release)
  • MTV Networks
  • NeoMedia Technologies, Inc.