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Regular Joes Get 15 Minutes of Fame

Mobile Marketer Sponsors Live Game Airing on MTV in France

Published on .

For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

Non Stop Joe

French mobile operator SFR came up with an interactive reality show in order to gain market share among young people in the run-up to Christmas.

Following from the success of voyeuristic challenge formats like "I'm a Celebrity, Get Me Out of Here," the concept was a community show called "Non Stop Joe" -- a live game driven and coordinated by an online community, lasting 30 days and aired on MTV. Eight young people were selected from auditions around the country to become a "Joe."

Users could log on to www.nonstopjoe.com and choose challenges for the Joes. They could then vote whether to keep or ditch any of the Joes, judging them on their performance and personality.

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CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.
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