„Million Dollar Island“

In 2024, bTV implemented the first national influencer marketing campaign to promote a new entertainment format on the Bulgarian market – “Million Dollar Island”. The campaign proved to be an innovation as it was the first time in Bulgaria that such an approach was used in the context of a TV show. The reality format itself puts the contestants in a race with natural challenges that test their physical strength and psychological resilience. The competition to win, symbolized by 100 special wristbands, creates a dynamic atmosphere, but also emphasizes human relationships. Key Academy’s partnership with bTV played a key role in engaging influencers who not only promoted the show, but also actively participated in creating content relevant to the audience. This strategy built anticipation for the show before its official launch and attracted a new audience online. The main goal of the campaign was to create a sense of community and engagement among viewers. This approach successfully introduced the format to a younger and more physically active audience. Results between 12 June and 12 October included 80,000 likes on posts, 40,000 likes on stories, 5,257,883 reach, 49,000 new followers, 8,106,003 impressions, 225 (out of 1,684) PR pieces on influencer engagement. bTV’s specific marketing objective of high audience reach in the most watched time slot of 20:00-23:00 is achieved – the format’s premiere episode was watched by 589,100 viewers in the widest age group (All, 4+, GARB).