The voice kids game: Innovation beyond the 2nd screen
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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.
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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…