The voice kids game: Innovation beyond the 2nd screen
•
1 j'aime•1,015 vues
TV channels, content creators, advertisers and alike are increasingly struggling to keep their viewers attention. The introduction of the Remote Control was a game changer 25 years ago. Add to that the proliferation of TV channels, PVRs, VOD platforms and the ever growing internet consumption. Now that smartphone and tablet usage - whilst watching TV – is exploding , creating a captive TV audience is becoming even more challenging. However, technology also offers great opportunities. Illustrated by the 'The Voice Kids Game' concept which combines TV, a smartphone application and an old fashioned game board, Michiel discusses how innovative, integrated experiences can be created to strengthen the relationship with TV audiences.
Recommandé
Contenu connexe
En vedette
En vedette (18)
Dernier
Dernier (20)
The voice kids game: Innovation beyond the 2nd screen
- 2. LBi Nederland – Marketing & Technology Agency 130 people in NL LBi Mobile partnership LBi Nederland / Triple IT
- 4. 2nd Screen
- 5. Trends % of TV viewers regularly access internet via mobile or PC* * Source: Yahoo! And Nielsen Research, January 2011 85%
- 6. Trends % of TV viewers that access internet content related to on-air tv show* 24% * Source: Yahoo! And Nielsen Research, January 2011
- 7. Trends % of tablet and smartphone owners using device daily whilst watching TV* * Source: Yahoo! And Nielsen Research, January 2011 41%
- 8. Trends Tablets are MOSTLY used whilst* WATCHING TV * Source: Yahoo! And Nielsen Research, January 2011
- 9. Dutch Example: % of viewers of GTST vs The Voice Of Holland being online during full broadcast of the show Voice Of Holland being online during full broadcast of the show 0,5 45,3% 0,45 42,7% 0,4 0,35 34,5% GTST 28-11 0,3 GTST 29-11 25,8% GTST 30-11 23,9% GTST 1-12 0,25 22,2% 21,0% 20,5% GTST 2-12 0,2 TVOH 2-12 TVOH 9-12 0,15 TVOH 16-12 0,1 0,05 0 GTST 28-11 GTST 29-11 GTST 30-11 GTST 1-12 GTST 2-12 TVOH 2-12 TVOH 9-12 TVOH 16-12
- 10. 2nd Screen - apps 1. Social TV Categories Social TV apps – sharing / inspiration / conversation. Broad scope. Limited to 2nd screen. (MISO, Get Glue, Kijkes) Sharing / inspiration / conversation Contained to 2nd screen
- 11. 2.PARTICIPATE 4. PARTICIPATE IN SHOW
- 12. PARTICIPATE
- 13. 3. GIVE ME MORE!!!!
- 14. 3. GIVE ME MORE!!!!
- 15. 4. Play Along home-play-only elements (predictions, trivia, pay close attention) Like being in the studio
- 17. Advertisers new opportunity to communicate, interact, generate leads & sales
- 18. Broadcasters increase loyalty social buzz Insights consumer data advertising & affiliate revenues add interactive layer to TVCs D2C revenues
- 19. Content creators enrich format, license fees, strengthen strategic position, closer relationship viewer
- 20. Distributors reduce churn, new propositions and business models
- 21. New players bit (or a lot ;) of everything
- 35. • Game related to show on TV • Free application • Only need 1 device • Pre-recorded & Live Show • Supports mass traffic
- 36. • Home Quizmaster • Register • Input names • Social sharing
- 37. • Input wager • Reward winner (eat favorite dish) • Task for last in line (do the dishes)
- 38. • Appoints & serves multiple choice questions • Type of questions • Pay close attention • Trivia • Predict
- 39. • Answer correct, advance on game board
- 41. • New category: ‘light’ game board • Available for free • Dixons • PDF download (vodafone.nl) • Adds element of bad luck and fortune • Determines who wins • Strengthens relationship The Voice Kids & viewers
- 43. • Over 80.000 Downloads 1. iOS (iPod Touch, iPad, iPhone) 2. Android 3. WP7 • 60.000 unique players during one episode • 15.000 boardgames distributed
- 45. Enrich family experience Parents, brothers & sisters play together Increase stickyness Complaints about time slot. TV turned into a game New revenu streams Brand partnerships Vodafone, MSFT & Nokia Innovate Unique media mix Dual as apposed to duelling screens Timing questions is key Learn A lot
- 46. Development, Distribution & Promotion of game board requires strategic partners More and better timed activation Improve game play ‘Light’ form of game-board-play works Huge potential (e.g. release new game-play throughout the week) More time, more time, more time… But then again…