ANTM campaign

Developing a successful online campaign platform


Australia’s Next Top Model is widely recognised as Subscription TV’s big name reality production when it rolls around every year. In 2010, the show needed to up the stakes with their online interactivity. Gone are the days of delivering extra content online as support.

These young, tech savvy audiences expect to be able to interact with TV online, be a judge themselves, and interact with contestants online.
The success of FOX8’s annual sojourn into the world of modelling is engaged audience members. Online this translates to visits, interactions, and page impressions.


Deepend delivered a rich suite of interactive site modules and features to plug into the already robust FOX8 site. ITV capabilities were added, a tipping competition was created, and a live chat system was deployed amongst other things.

For FOX8, Kontent is King. As a result, the existing video player was further enhanced for explorability, and a new, slick image gallery solution delivered to ensure there was titillating content at the forefront to keep the punters coming back! 


Australian’s were shocked when Sarah Murdock did the unthinkable on the final episode. Traffic on the site spiked the next day with nearly 50,000 visitors, with a total of 94,000 visits in three days.
The Deepend site remained strong during the online marketing campaign, with a software and hardware setup that ensured the high volume of traffic was deliverable.

Aside from the end of season crisis, the site performed outstandingly during the season, smashing targets for visits, impressions, and interactions. 

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ANTM campaign