The Voice Kids GameInnovation beyond the 2nd screen       Mobile Convention Amsterdam            Michiel de Gooijer       ...
LBi Nederland – Marketing & Technology Agency130 people in NLLBi Mobile partnership LBi Nederland / Triple IT
2nd Screen
Trends% of TV viewersregularly accessinternet viamobile or PC** Source: Yahoo! And Nielsen Research, January 2011         ...
Trends  % of TV viewers that  access internet content  related to on-air tv  show*  24%  * Source: Yahoo! And Nielsen Rese...
Trends       % of tablet and       smartphone owners       using device daily       whilst watching TV** Source: Yahoo! An...
Trends  Tablets are MOSTLY  used whilst*  WATCHING  TV  * Source: Yahoo! And Nielsen Research, January 2011
Dutch Example: % of viewers of GTST vs The Voice Of Holland being onlineduring full broadcast of the show Voice Of Holland...
2ndSocial TV Categories 1. Screen - appsSocial TV apps – sharing / inspiration / conversation. Broad scope. Limited to 2nd...
2.PARTICIPATE4. PARTICIPATE INSHOW
PARTICIPATE
3. GIVE ME MORE!!!!
3. GIVE ME MORE!!!!
4. Play Alonghome-play-only elements(predictions, trivia, pay closeattention)                                  Like being ...
Loads of opportunities
Advertisersnew opportunity to communicate,interact, generate leads & sales
Broadcastersincrease loyaltysocial buzzInsightsconsumer dataadvertising & affiliate revenuesadd interactive layer to TVCsD...
Content creatorsenrich format, license fees,strengthen strategic position,closer relationship viewer
Distributorsreduce churn, new propositionsand business models
New playersbit (or a lot ;) of everything
Objectives
1. Enrich TVK family experience
2. Increase loyalty/stickyness
3. New revenue streams
4. Innovate
5. Learning by doing
CONDITIONS
Dual in stead of duelling screens
Keep It Simple Stupid
Oh, yes…. The deadline
Unique combination
TV Show
Mobile App•   Game related to    show on TV•   Free application•   Only need 1 device•   Pre-recorded & Live    Show•   Su...
Mobile App•   Home Quizmaster•   Register•   Input names•   Social sharing
Mobile App•   Input wager•   Reward winner (eat    favorite dish)•   Task for last in line    (do the dishes)
Mobile App•   Appoints & serves    multiple choice    questions•   Type of questions    •   Pay close attention    •   Tri...
Mobile App•   Answer correct,    advance on game    board
Boardgame
Board game•   New category: ‘light’ game board•   Available for free    •   Dixons    •   PDF download (vodafone.nl)•   Ad...
Strengthens relationship
Results so far•   Over 80.000 Downloads    1. iOS (iPod Touch, iPad, iPhone)    2. Android    3. WP7•   60.000 unique play...
Positive reactions
Objectives                            RealityEnrich family experience               Parents, brothers & sisters play     ...
Learnings / What’s nextDevelopment, Distribution & Promotion of game boardrequires strategic partnersMore and better timed...
MCA12 - Michiel de Gooijer - LBi Lost Boys
MCA12 - Michiel de Gooijer - LBi Lost Boys
MCA12 - Michiel de Gooijer - LBi Lost Boys
MCA12 - Michiel de Gooijer - LBi Lost Boys
MCA12 - Michiel de Gooijer - LBi Lost Boys
MCA12 - Michiel de Gooijer - LBi Lost Boys
MCA12 - Michiel de Gooijer - LBi Lost Boys
MCA12 - Michiel de Gooijer - LBi Lost Boys
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MCA12 - Michiel de Gooijer - LBi Lost Boys

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MCA12 - Michiel de Gooijer - LBi Lost Boys

  1. 1. The Voice Kids GameInnovation beyond the 2nd screen Mobile Convention Amsterdam Michiel de Gooijer @thepitcher
  2. 2. LBi Nederland – Marketing & Technology Agency130 people in NLLBi Mobile partnership LBi Nederland / Triple IT
  3. 3. 2nd Screen
  4. 4. Trends% of TV viewersregularly accessinternet viamobile or PC** Source: Yahoo! And Nielsen Research, January 2011 85%
  5. 5. Trends % of TV viewers that access internet content related to on-air tv show* 24% * Source: Yahoo! And Nielsen Research, January 2011
  6. 6. Trends % of tablet and smartphone owners using device daily whilst watching TV** Source: Yahoo! And Nielsen Research, January 2011 41%
  7. 7. Trends Tablets are MOSTLY used whilst* WATCHING TV * Source: Yahoo! And Nielsen Research, January 2011
  8. 8. Dutch Example: % of viewers of GTST vs The Voice Of Holland being onlineduring full broadcast of the show Voice Of Holland being online during fullbroadcast 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
  9. 9. 2ndSocial TV Categories 1. Screen - appsSocial TV apps – sharing / inspiration / conversation. Broad scope. Limited to 2nd screen.(MISO, Get Glue, Kijkes) Sharing / inspiration / conversation Contained to 2nd screen
  10. 10. 2.PARTICIPATE4. PARTICIPATE INSHOW
  11. 11. PARTICIPATE
  12. 12. 3. GIVE ME MORE!!!!
  13. 13. 3. GIVE ME MORE!!!!
  14. 14. 4. Play Alonghome-play-only elements(predictions, trivia, pay closeattention) Like being in the studio
  15. 15. Loads of opportunities
  16. 16. Advertisersnew opportunity to communicate,interact, generate leads & sales
  17. 17. Broadcastersincrease loyaltysocial buzzInsightsconsumer dataadvertising & affiliate revenuesadd interactive layer to TVCsD2C revenues
  18. 18. Content creatorsenrich format, license fees,strengthen strategic position,closer relationship viewer
  19. 19. Distributorsreduce churn, new propositionsand business models
  20. 20. New playersbit (or a lot ;) of everything
  21. 21. Objectives
  22. 22. 1. Enrich TVK family experience
  23. 23. 2. Increase loyalty/stickyness
  24. 24. 3. New revenue streams
  25. 25. 4. Innovate
  26. 26. 5. Learning by doing
  27. 27. CONDITIONS
  28. 28. Dual in stead of duelling screens
  29. 29. Keep It Simple Stupid
  30. 30. Oh, yes…. The deadline
  31. 31. Unique combination
  32. 32. TV Show
  33. 33. Mobile App• Game related to show on TV• Free application• Only need 1 device• Pre-recorded & Live Show• Supports mass traffic
  34. 34. Mobile App• Home Quizmaster• Register• Input names• Social sharing
  35. 35. Mobile App• Input wager• Reward winner (eat favorite dish)• Task for last in line (do the dishes)
  36. 36. Mobile App• Appoints & serves multiple choice questions• Type of questions • Pay close attention • Trivia • Predict
  37. 37. Mobile App• Answer correct, advance on game board
  38. 38. Boardgame
  39. 39. Board game• 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
  40. 40. Strengthens relationship
  41. 41. Results so far• 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
  42. 42. Positive reactions
  43. 43. Objectives RealityEnrich family experience  Parents, brothers & sisters play togetherIncrease stickyness  Complaints about time slot. TV turned into a gameNew revenu streams  Brand partnerships Vodafone, MSFT & NokiaInnovate  Unique media mixDual as apposed to duelling screens  Timing questions is keyLearn  A lot
  44. 44. Learnings / What’s nextDevelopment, Distribution & Promotion of game boardrequires strategic partnersMore and better timed activationImprove game play‘Light’ form of game-board-play worksHuge potential (e.g. release new game-play throughout theweek)More time, more time, more time…But then again…

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