endemol. A video blogging solution to promote Endemol's first major venture into made-for-mobile TV, gave audiences a new twist on the 'reality' format.

Endemol Mobile's cutting edge format 'Get Close To...' was a web and mobile production accessible via the 02 Active portal.

The show was launched with the Sugababes and enabled fans to interact with the stars in an entirely new way. As well as providing six weeks of celebrity viewing, audiences could tune in daily to watch the latest video diary from the stars in the service which invited fans to join in via their mobile phones.

Our white label entertainment platform provided the technology and the infrastructure to enable users to send videos and suggestions of the tasks they wanted to see the stars perform, even take up challenges posed by the singers themselves.

The pioneering project demonstrated a means of capturing a market that use their mobiles in creative ways. The service was created and deployed within a fortnight which was a major benefit to Endemol.

Web site

http://www.sugababes.com

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