| Soccer Addicts is the first mobile TV show from the fans, for the fans. | 
| In a weekly free broadcast exclusively for mobile, Neil 'Razor' Ruddock presents user-generated clips reviewing the weekend's action. |  | Initial role was to establish the ideal voice for this service: a personality which can compel, entertain and provoke. This was established at the official site and cultivated through regular MMS communication with subscribers. |
Shrewd, succinct copy and striking visuals delivers best results.
The 'Get Well Roon' special issue [pictured right] invited messages for the injured England striker. Message and method were imparted quickly and precisely, resulting in a 1000% uplift in contributions. |  |
The campaign indicated the best approach and is now used as a template for future communications.
O2 subscribers can watch Soccer Addicts by texting ADDICTS to 85500.
| NEXT: Mobile internet | |
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