Living TV asked us to help build the online community around the latest season of their flagship programme Britain’s Next Top Model.

We used the model we pioneered to create a series of 12 weekly enhanced podcasts featuring all the best bits of the week’s action from the house, exclusive interviews with the models and images from all the photo shoots. We seeded content from the podcast to the BNTM Facebook, MySpace and Bebo pages to actively encourage fan discussion as well as creating a weekly show trailer downloadable from Bluetooth posts in the UKs major shopping centres and cinemas.

The podcast was featured throughout the campaign on the ‘New Release’ and ‘New & Notable’ sections on the front page of iTunes, accumulating 50,000 downloads and charting in the top 10 of  the TV & Film chart, whilst the Bluetooth trailers reached over 200,000.