An interactive mobile contest powered by mobile marketing software developer Adenyo generated than 82,000 text message entries in two-and-a-half hours. The competition ran during the televised MuchMusic Video Awards, offering viewers the chance to win a $10,000 prize.

The awards took place on 20 June and attracted 10,000 on-site attendees and almost 1m TV viewers, with close to 10 per cent of viewers taking part in the mobile trivia contest. During the live broadcast, MuchMusic asked viewers a trivia question for a chance to win $10,000. Viewers were prompted to send their trivia answer via text keyword to a shortcode, 777888. A random winner was selected from correct trivia answers and awarded the cash. Adenyo says that a national, cross-carrier campaign of this magnitude normally requires a three-to-four-week turnaround; this one was created and executed in two weeks.

“The partnership with Adenyo for the 2010 MMVAs was extremely successful,” says Brad Schwartz, senior vice president and general manager, Much MTV Group. “The volume of responses shows how effective mobile initiatives are in reaching MuchMusic’s tech-savvy audience, and creating additional excitement for viewers.”