BT Cellnet: How broadcast sponsorship of Big Brother 2 became a busines spartnership

BT Cellnet's £4m sponsorship of Big Brother 2 communicated key brand messages and made the brand more familiar and relevant to the key 16-24 audience. But it was a business partnership that went beyond broadcast sponsorship - and the brand's involvement made a TV show into a 24/7 experience that consumers could participate in via their mobile phones. This generated incremental revenue for BT Cellnet of ?880,000, as well as over ?10m media value from TV, and incalculable PR value from BT Cellnet-branded editorial.