Brand Building of high-profile Big Brother TV character for cross-media marketing and as add-in source of revenue.

Matches and challenges run by the Matchmaster were a hallmark feature of Big Brother 5 Germany. The figure of the Matchmaster has created an indelible impression on the tv market. Halfway through the Big Brother series, webfact has started a cross-media Matchmaster campaign intended to stimulate the tv format in general and the Matchmaster figure in particular.

This campaign will strengthen long-term bonds between Big Brother and its consumers, and ensure that their high interest level does not flag. It also aims at generating new revenue sources. webfact has positioned campaign elements in the following media segments:

• Internet (dedicated website as focus for all other campaign elements)

• Online shop (manufacture and sales of Matchmaster apparel, Matchmaster footwear and Matchmaster eyewear incl. certificate)

• Mobile entertainment (production and sales of mobile phone games with Internet highscore relay and including mobile tournament system, ringing tones, wallpaper and logos)

• Music production (Matchmaster theme song, Matchmaster music video, CD production)

• Media player application (production of Matchmaster media player on CD single and as stand-alone in the internet)

• TV Advertising (production of trailers for mobile phone game and Matchm