Chroma were asked by Living TV to provide a secure online vote mechanism for their top-rated Britain's Next Top Model show where 16 contestants vie for a lucrative modelling contract. Of these contestants, 15 are selected by Living and one is voted for by the show's viewers from a shortlist of four.
Virgin TV decided on an online vote mechanism in order to ensure an accountable, secure environment where users could cast their vote in the knowledge that it would count.
Each vote cast showed on the contestant's total once the voter had confirmed their participation by clicking on a link in a unique email sent to their inbox.
Using an email 'opt-in' mechanism allowed only one vote to be cast from an email address and mass voting was further discouraged by IP address monitoring and limiting. This allowed Virgin TV to conduct an honest vote that was executed in a spirit of fair play and allowed the winner to be selected by real user activity.
The vote mechanism had to fit seamlessly into the look and feel of the Living TV site, be easy to use, offer accessible reporting and provide data capture functions.
The vote successfully logged thousands of votes, page views and new email addresses for the Living marketing database.
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