MPT x The Voice Myanmar

MPT was the main title sponsor of The Voice Myanmar and its official telecom partner for voting. The sponsorship only paid off if viewers actually voted through MPT, yet fans knew their votes did not necessarily affect the results of the show, which removed the obvious reason to bother.

Ruder Finn Era, which supported the amplification of all three seasons, had to give MPT's audience a reason of its own to vote in season two.

The strategy was to make voting an act of fandom rather than a formality. Ruder Finn Era created a content strategy with customised content produced together with the contestants, available only through MPT's channels, which built an exclusive connection between the artists and MPT's fans.

That connection turned into votes for favourite contestants, and the ongoing stream of behind-the-scenes and contestant content kept MPT's pages at the centre of the conversation for the whole season. Content was scheduled around each episode so that the voting reminder arrived when fans were most engaged.