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BBC Crufts Mobile event engagement


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The Brief
BBC Events wanted to explore how tomake events more 360 (multi-platform).

The Opportunity
Introduce new audiences to Crufts. Taking
something staid and making it viral ,irreverent. Support existing audiences into a digitalworld by getting them to cover Crufts for you.
Increase reach by aggregration and harnessing the web (external UGC sites

The Outcome
Came up with a mobile and web campaign whereby people could text CRUFTS to a shortcode when they were at the event, to get a timetablel of events, maps and could send in pictures of their favorite dogs.

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BBC Crufts Mobile event engagement

  1. 1. What can we do for in March 2007?
  2. 2. <ul><li>The brief </li></ul><ul><li>BBC Events would like to explore how to make events more 360 </li></ul>
  3. 3. <ul><li>Questions </li></ul><ul><li>What does 360 mean? </li></ul><ul><li>What does 360 mean in an event ? </li></ul><ul><li>What are good examples of 360? </li></ul><ul><li>Does it always have to be 360 ? 270 ? 180 ? </li></ul><ul><li>What thinking has been done in this area? </li></ul><ul><li>How can we support overall BBC 2.0 strategy </li></ul>
  4. 4. <ul><li>More questions… </li></ul><ul><li>What is BBC’s role in “just-in-time communities” ? </li></ul><ul><li>How can we encourage digital literacy in harder-to-reach audiences? </li></ul><ul><li>How can we harness the web and attract new audiences to this? </li></ul><ul><li>How do we do this in a cost-effective manner for future reuse ? </li></ul><ul><li>User generated vs user distributed ? </li></ul>
  5. 5. What works in 360? “ Let’s have a heated debate” The Experiment “ Take another perspective” Walking with Cavemen “ Try it for yourself” Human Senses, Who am I? “ At the heart of the programme” Test your Pet , Test the Nation “ Access all areas” Chelsea “ It’s your choice” The Olympics, Wimbledon “ Make an event out of it” Big Read, Great Britons “ Have your say” Brassed off Britain “ Be part of something a bit special” People’s War, Human Instinct “ Off the wall” Pyramid, Death in Rome
  6. 6. Collaboration Skills & Knowledge Mindset Collaboration Commissioning Audience understanding Resources What are the barriers
  7. 7. What people are already doing in this space
  8. 13. Content 360 winners at Milia
  9. 14. Context: “ Broadcasting is shared time and shared space ” “ Unique power of television to generate and coordinate collective emotions worldwide. Television as a support system for community- The public mind” Derrick de Kerckhove, Director McLuhan programme . The Internet enters television, A Trojan Horse in The Public mind
  10. 15. 5 ‘P’s of Web2.0 (ref: Tom Loosemore’s Web 2.0 presentation for EDG)
  11. 17. Crufts audience? 4 days | 143,000 people | 24,640 dogs | 178 breeds | 32 countries
  12. 18. Current experience and coverage: TV coverage: Thursday evening - 60mins Friday evening - 60mins Saturday evening - 90mins Sunday evening - 120mins A live programme every day looks at that day's results, and highlights of the day's actions. These programmes contain a number of pre-shot short films from the NEC and around the country Interactive service also provided- contains extended highlights of the Group judging - on a loop.
  13. 19. Please, please, please give us more coverage of the dogs next year. For those of us who pay our licence fee but cannot get digital due to location it's incredibly frustrating. Crufts is a truely fantastic event for anyone who loves dogs. We managed to get to the show on Saturday (along with a million others!)and were able to get invaluable information on the breeds we've been considering. Information shouldn't just be at the hands of the people with red buttons. Abie Levick omg omg omg wow im goin crufts wid ma m8 megz n i cant wait iv neva been b4 but i bet it will be gr8 woo hoo yey lisa I wish someone could tell me the piece of music used tonight at about 8.25 to Ben's best clips of crufts.I would love to be able to but it. Corinne Welch “ We came because we've got dogs and we love dogs. There's nothing like Crufts. We've really enjoyed it. We're going back home happy.&quot; Once again the BBC has managed to surpass itself in ruining, what should have been, a reasonably straight forward programme to present. I honestly believe that this is the worse coverage of Crufts ever- and that is saying something. Ben Fogel may be a pleasant enough man, but as a presenter he does not even make first base. He is ill informed about dogs in general, and has not yet learned the art of reading someone elses bland knowledge on the autocue. Crufts is about DOGS. Yet more than half of the programme is taken up by talking heads. People who are truely interested in the dog scene, want to see the dogs, not hear the endless opinions coming from self-appointed experts. John English
  14. 20. <ul><li>Opportunity </li></ul><ul><li>Introduce new audiences to Crufts. Taking something staid and making it viral, irreverent </li></ul><ul><li>Support existing audiences into a digital world by getting them to cover Crufts for you. </li></ul><ul><li>Increase reach by aggregration and harnessing the web (external UGC sites) </li></ul>
  15. 22. Crufts audience? All the time |500,000+ people | ‘X’ number of dogs | worldwide
  16. 24. BBC Crufts?
  17. 25. Vote for me on BBC unofficial Crufts
  18. 26. About us FM&T idea development pipeline Blue sky research Strategy Innovation Prototyping Commissioning
  19. 27. Innovation Labs About us FM&T idea development pipeline Blue sky research Strategy Innovation Prototyping Commissioning Future scenarios New Ideas Forum BBC 2.0 Search Futures Participate Backstage AHRC 20% projects
  20. 28. Blue Sky research functions Horizon scanning/scenario planning – informing strategy Long-term infrastructure and production technology research Standards setting Outputs: Delivers into DMI/SDI/etc Some audience facing research fed into innovation team About us FM&T idea development pipeline Blue sky research Strategy Innovation Prototyping Commissioning
  21. 29. Innovation Ideation based on strategic priorities Innovating ideation process via projects like Backstage, Labs, AHRC, Participate, etc Manages open innovation portal at Outputs: Efficiently filters ideas from strategic priorities to prototyping Runs projects to develop innovation internally and externally About us FM&T idea development pipeline Blue sky research Strategy Innovation Prototyping Commissioning
  22. 30. Prototyping Evaluates ideas through concept prototyping into tech/consumer trials Commissions prototypes from internal teams and external partners Outputs: Concept prototypes to illustrate strategic priorities Full business cases (including tech models) for new products and services Inputs into PVT cases where appropriate About us FM&T idea development pipeline Blue sky research Strategy Innovation Prototyping Commissioning
  23. 31. Research & Innovation Dept Responsibilities: Owning and allocating budgets for all R&I projects Allocating resources to projects from Tech Pool and P&D Piloting and developing tools for R&I across all stages Using wikis, blogs, events, etc to encourage innovation culture between internal and external teams Ensuring transfer of successful ideas between stages Reporting the progress of ideas through the pipeline to the FM&T Exec/IC About us Blue sky research Strategy Innovation Prototyping Commissioning
  24. 32. Thank you  Email: [email_address] | [email_address]