The commercial website TopGear.com has 8million unique visitors a month and generates millions of pounds a year in advertising revenues.
BBC Worldwide’s brief to Nimble was to leverage the massive success of TopGear.com over mobile, to bring the brand to a new audience and to open up extra revenue streams.
The solution was in two phases:
Phase 1 – the building of a mobile application across iPhone, iPad, Android, BlackBerry handsets and BlackBerry Playbook to showcase the best content from TopGear.com and gain an extensive install base. The Ad strategy included video pre-rolls, banner ads, rich media and gallery interstitials.
Phase 2 – to build on existing ad revenues with premium content, features and data capture tools. Concentration on user engagement with an enhanced news section and commenting.
Phase 1 of the Top Gear News App launched in May 2012 and can we found on the App Store, Android Market and BlackBerry App World.
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