We held the Non-Stop Gig. It went for 12 hours straight. It happened exclusively online. It featured all our target’s favourite bands. Best of all, our power-hungry youth demographic could control the whole thing just by sending a text message.We advertised it just like any other concert and encouraged people to register as Non-Stop Gig VIPs. Then, after two weeks of pre-promotion, the gig went live. The audience sent a 12-hour avalanche of text messages - requesting tracks, kicking bands off stage, pulling bands on stage, making mash-ups happen and sharing their thoughts with the massive audience that stretched from the top to the bottom of New Zealand.

Our goal was to engage at least 10% of our target market (15-24 year-olds who were part of C4TV’s viewing audience) during the pre-promotion period and the 12-hour gig.During 2 weeks of pre-promotion more than 30% of our target market pre-registered as Non-Stop Gig VIPs – three times our target before the gig had even happened.During the 12 hours approx 46% of our target watched the gig as a unique viewer – nearly five times the target.We had an average of 3.8 text messages from each of our viewers and best of all, 47% of these text messages came from a Vodafone phone, Telecom’s main competitor.