BT launches creative website for youth market

BT has officially launched a website targeting 16- to 24-year-olds, in an effort to develop a new profile and relationship with a youth audience.

London design group SAS has branded and built the site,, and will be monitoring and adding new content on an ongoing basis.

During a six-month trial, nearly half a million hits were received on the site, which encourages users to express their creativity through the tools provided. Existing zones include music, film and e-commerce, though sections about photography, creative writing and extended community functionality will be added during the next four months.

Incentives have been developed to stimulate participants, with the offer of a monthly “dream prize” for the person whose uploaded music or film file is listened to or viewed most. During the trial 92 902 music tracks were downloaded and 1381 uploaded, while 17 559 films were downloaded and 37 uploaded.

Budding musicians can also take advantage of the on-line mixing desk and drum machine, as well as extensive guides and information on new bands. The film area offers a quiz and bulletin board for actors and directors to advertise their skills.

GetOutThere marketing campaign manager Evan Mangan says, “We are essentially entering a new market, and within BT we are aware that achieving the right look, feel and tone is crucial for success. SAS has hit it spot on, and has continuously impressed us with their innovation.”

SAS partner Nick Austin adds: “We have created a site that truly exploits the community potential of the Internet, as the core of the content is supplied by the users.”

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