Launching on MTV Singapore, Malaysia, Indonesia, the Philippines, India, Thailand and Australia, the Mobbed show follows the fortunes of a range of animated characters -- the 'Mob Squad' -- with viewers able to interact and control the storylines of segments via mobile, online, on-air and on-ground.
The programme marks the evolution of the three-year MotoAlert partnership bet-ween MTV and Motorola. As MTV's Motorola strategic marketing partnerships manager Yvette Lim explained, while MotoAlert began primarily as an on-air platform, Mobbed will enable the brand to truly connect with the youth wherever they are.
"Mobbed promotes self-expression and community building through user-created content," said Lim. "Its success will not only drive sales for Motorola, it will also drive ARPU for operators via interaction between consumers and Mobbed, by uploading and downloading content via GPRS. In addition, Mobbed also provides an opportunity to create a database."
While MTV developed the Mobbed creative concept, it is working with three partners to roll out the programme. Dutch illustrator Fons has been tapped for illustration and animation, while Mobile solutions providerMIA is in charge of mobile applications. Tequila has developed the Mobbster Rewards website, the programme's loyalty component. Users, known as 'Mobbers', can earn 'Moolah' by interacting with Mobbed either on mobile or online. Moolah can then be used to earn rewards, or 'Booty', which includes artist merchandise, concert tickets and collectibles. The Mobtage concept, meawhile, will allow viewers to appear on the show via MMS. Also available via mobile and online are downloads, news, MotoAlert, contests, blogs and games.
MTV and Motorola are also rolling out a range of local events, supported by print and outdoor advertising. Online executions include the mobbed.mtvasia.com site, in addition to MSN Messenger and Hotmail banners. "Mobbed reinforces MTV's commitment to connect with our audience on every platform possible," said MTV Networks Asia-Pacific president Nigel Robbins. "We also allow for user-generated content so youth can express themselves and take over MTV via the MMS-to-TV platform -- Mobtage."