Remember when 3 snatched the mobile rights for the 2006 World Cup ? HWL's unit certainly didn't get all its money back but its PR teams make sure they made the most of it, even where they didn't pay. Some feed back from 3 World Cup participants : England, Italy and Australia.
- 3 UK claimed 3.6M viewings for its World Cup mobile TV channels during the competition. That's a 61% increase vs May and an average 106,000 per day but also, less impressively, the equivalent of one viewing per customer (3.5M overall). According to the operator, two programs proved quite successful : World Cup Highlights lured enough people everyday to fill Highbury (38,500 seats - make that one third of the total) and Berlin or Bust did 17.5% of the traffic.
In order to keep the show rolling and do better than the English team (no Berlin, just bust and crack some nuts), 3 offered through its Pilot Pitch unit a prize for the best mobile TV concept : TV producers can earn up to £50k for the funding of a pilot.
Note that during the competition, 3 knotted a partnership with Yahoo!, who happens to be the FIFA's top internet partner.