Reaching viewers in an unprecedented way via mobile, we took audience engagement a step further by offering text messages from THE Gossip Girl herself in real-time during the show’s pivotal moments. Once viewers opted in, they received texts that synched up with dialogue happening on-air. The texts provided show commentary and a truly unique viewing experience as fans received real gossip from the show’s eponymous character.

We peppered the mobile campaign with a variety of online efforts, including a “get gossip” widget aligning with People Magazine’s RSS Feed and promoted on such key websites as The CW, MySpace and Facebook; Web banners driving traffic to the mobile application on The CW website’s mobile platform; and promotion on the Gossip Girl page of CWTV.com.And for the first time ever, we utilized Doubleclick’s Dart for Advertisers to provide third-party visibility into the performance of the mobile web campaign.

The season two premiere of Gossip Girl outperformed the 2007 season average by 44% in Adults 18-34 and 35% in total viewers – its best ratings ever with Adults 18-34, Women 18-34 and Women 18-49. It averaged 3.4MM viewers, 1MM viewers higher than last season's average, beating out ABC, CBS and NBC. According to Nielsen ratings, The CW was the #1 network among Women and all adults 18-34. The campaign garnered a record number of widget and application downloads, and thousands of hits and friends on CW community pages. We exceeded expectations with a total of 30,902 participants, 11884 total opt-ins and 26501 total IVR calls.