MULTI-PLATFORM STORYTELLING TV-MOBILE INTEGRATION
MULTI-PLATFORM STORYTELLING
TV-MOBILE INTEGRATION
SHEILA A. PAUL • VICE PRESIDENT - NEW MEDIA, TV5 • BUSINESS DEVELOPMENT MANAGER, TELENOR GROUP
• HEAD OF MARKET & CUSTOMER INSIGHT, TELENOR ASIA
• CHIEF OPERATING OFFICER, LEVEL UP
• ACCOUNT SUPERVISOR, SAATCHI & SAATCHI
MECHANICS
TO: 5656
WIL Happy Anniversary
Kuya Wil. Sana madami pa
kayong matulungan sa
Wil Time BigTime.
GREET KUYA WIL VIA SMS
ENJOY WIL TIME BIG TIME
WIN, IF YOU GET CALLED WHILE WATCHING THE SHOW
WHY IT WORKED?
Instead of the normal watch and win where you entice viewers to watch the show by putting logos/keywords/Q&A’s on the show that viewer need to watch out for.
In this promo, we make it easy for them to join. Participants can join the promo even if they are not watching Wil Time
BigTime. But, a participant may only win unless they are watching the show.
EFFECT
or an average of 12.08 SMS per user
1. Interactive Engagement
TV no longer commands our full attention. Other screens are used simultaneously so we have to embrace this behavior by involving the user in the storytelling experience across multiple platforms.
Online LiveStream
Mobile Votes
Momentos, exclusives, sneak peaks
2. Repurposing Content
While TV may give the “camera’s” perspective, we can further engage the TV viewers through other platforms that give additional context and information that would fulfill
their other queries.
TV
Web App
3. Content independent of TV
Creating content of primary interest to significant market segments outside the parameters of TV.
Lifestyle Music
October 2012
1.5 Million Unique Visitors
12.5 Million Page Views
October 2012
9.4 Million Page Views
downloaded more than 40,000 times
rated 4.5 out of 5 stars on
THANK YOU!��� @psheila