Creative idea

To get people to RSVP and come celebrate M-Net Edge (a channel on DSTV) turning one, we delivered direct mailers containing life-like fingers in boxes to TV critics, influencers and bloggers that were as edgy as the content on M-Net Edge.

The M-Net Edge viewer is a “TV Junkie” – a fanatical series-devouring viewer. The core audience is between 25 – 49 years old and love interacting both online and on the ground to feel closer to some of the edgy international content on the channel. We enticed them by giving them an opportunity to come to the party if they used the same hashtag (#EdgiestOneYearOld) that our influencers were using. Our influencers were excited because of our direct mailers and made our hashtag #EdgiestOneYearOld trend.

Posts about the M-Net Edge Direct Mailer and it’s birthday hashtag #EdgiestOneYearOld trended number one in the country, and had 8 millions impressions and over 1 470 427 interactions online. That’s a reach of over 17.2%. The majority of ambassadors were present at the event, and live tweeting from the event itself, making our channel’s birthday party’s hashtag #EdgiestOneYearOld trend that night as well.