Elettro-produced WE tv's "What's Your Secret?" is CTAM-awarded

Tuesday, 23 February 2010 07:00

Elettro Interactive subscribes to the adage that if one thing is worth doing, it’s worth doing extraordinarily well. With that in mind and with the use of such tools as .php & ASP/.Net Technology, Flash, and Photoshop. Elettro Interactive perpetually challenges its creative team for more adventurous avenues to improve user experience. WE tv’s “What’s My Secret – Secret Lives of Women” Interactive Blog was borne out of such a trailblazing mindset, and the mini-site has gone to win a Bronze in CTAM.com's Program Promotion and Tune-In Websites and Microsites category.

“What’s My Secret – Secret Lives of Women” is an interactive blogging platform that allows women to unload dark, dark secrets under the cloak of anonymity. Created to be a promotional tool for WE tv's Secret Lives of Women (SLoW), it aims to attract a younger viewing audience to the series. The provocative user-generated “confessional” content satisfies needs on all levels of the sectors involved: the goals of WE tv has been reached and surpassed as the series become more and more accessible to the public (the on-air premiere showed a 30% increase in women between the ages of 18 to 34 years old); the audience get to interact with each other in a fun, unusual and viral way (the site registered almost 1000 viewer secrets and 700,000 page views in less than a year); the business end is taken care of as advertisers are definitely attracted and pleased with the response: more than 3,000 comments in the first 7 months alone.

The interface of the mini-site is presented in so attractive and empowering a manner that it inspires boldness in the participants to reveal all, and that atmosphere is prevalent all through the project website as it spreads one secret at a time. The "edgy" factor is by no means a happy coincidence but rather purposely integrated into the design to target the younger viewing public as well. Elettro Interactive not only conceived the idea and produces What’s My Secret – Secret Lives of Women for WE tv, but it also provides further support with the Elettro Interactive staff continuously handling customer service for the mini-site.

WE tv's What's My Secret - Secret Lives of Women