Generate a name and sub logo for the new pop-up channel of MK. Create a campaign to promote the launch of this new channel and get viewers to engage on different social media platforms.

 

MK targets a niche segment of Afrikaans speaking youth aged 16-24 and LSM 8-10. They are connected via social media, have an interest in music and like to partake in-group activities. 

 

Personalize MK by getting people to connect with MK and with each other supporting cross platform multiple screen interaction by rallying behind a common cause.

 

“Bring my MK terug” (Bring back my MK). For at least a decade MK supported and promoted local South African bands, including alternative Afrikaans acts. Many of these artists became immensely popular and successful - some even became infamous. With MK’s move from TV to on-line the channel lost much impetus – as the move was abrupt without a clear crossover strategy. The older generation moved on to young adulthood and youngsters did not have a proper introduction to the channel. We call on the bands that are indebted to MK for making them household names to help promote the new MK pop-up TV channel – to Bring MK back to screen and former glory. By rekindling some nostalgia for the heydays of the channel we want to reengage the older audience and through cross platform multiple screen interaction introduce a younger segment to MK.

 

The campaign launches on social media by ‘hacking’ five well-known bands’ Facebook pages”. MK posts content telling bands and their fans that they have debt to settle.

 

Next direct mailers are sent to the band members. Firstly they receive a brochure explaining why they are indebted to MK. The band members are filmed while receiving these items and this content is shared online. After which they receive a summons to state their case in the public media.

 

Timeline collateral is posted on Facebook and Twitter where the bands ask their fans to help them pay off their debts by making creative vines in support of the Bring My MK Back campaign. The #myMK is used in this campaign. The more creative fans’ vines are, the quicker a band’s debt is settled.

 

As a reward for the vines, MK launches the new pop-up channel and the bands open the channel with a concert.