Second Screen Case Studies for Singapore
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Connecting brands and their customers via mobile
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Sharing our second screen experiences with MediaCorp TV Channel 8 and Channel 5 After a general introduction to types of 2nd screen experiences on the international market we will hear and discuss a couple of case studies to local 2nd Screen apps. Wenhan Zhou from 2359Media will give insights to the development process and market economics involved, exploring the correlation between social media metrics and TV ratings. With this meetup we get the chance to visit Wenhan Zhou at his studio, gain 1st hand intel on 2nd screen app creation, conduct an extended Q&A session as well as our usual community networking. -- by 2359 Media Event: June 30th 2014 http://storycode.org/events#interactive-storytelling-with-2nd-screen-experiences
Transcript of Second Screen Case Studies for Singapore
Connecting brands and their customers via mobile
Second ScreenIncreasing Ratings via Engaging Fans and Friends
69% of multi-screen
consumers feel that accessing similar content across different screens
make content more useful, relevant and
informativeMicrosoft
& Wunderman
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80%of people are both simultaneously
online and watching television.
The idea of Second Screen is to create an app that captures, or redirect the audience focus back to the program they are watching, rather than an unrelated distraction like Facebook.
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Problems
People are watching TV with their phones and
being distracted
DistractedUnable to follow the story
and less emotionally engaged with show
Less LoyalSocial media is starting to be incorporated into
TV Ratings
Social Media
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Driving tune-in4
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2
1
Increase show loyalty
Building relationship and engaging with fans
Increase new viewers
Increase Ratings
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Our Case Studies
It’s a Wonderful Life
Additional Content available to viewers
‣Additional Program content
consisting of Synopsis, cast
photos and videos
‣Synopsis was the most popular
feature to the viewers
Show Companion
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The Joytruck
“Engage viewers to do theirpart for charity”
‣ Accumulated high scores across the
whole of Singapore are converted
into cash to beneficiaries
‣ During telecast, the game scales
handle thousand of players per
minute
‣ Up to one million score submissions
reaching high viewer participation!Encourage Audience Participation
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First XI
‣ Touch based Soccer game to win
show collaterals
‣Players are very engaged to win the
weekly prizes
‣ Thousand of plays per episode
‣ In game Sponsors
“Engage Viewers to play games”
Audience Retention
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Stir It Up
‣Real Time Quiz Game
‣ Thousand of plays per episodes
“Engage Viewers to play along”
Audience Retention
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Stir It Up
‣Real Time Quiz Game
‣ Thousand of plays per episodes
“Engage Viewers to play along”
Audience Retention
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TV 50
Live Audience App
Connect live audience and at home audience
Prizes Restrict Creativity4
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2
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Target Audience of show
Reason to Play
Monetisation or Sponsorships
Learnings
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Social Hooks
Simple, Accessible
On Screen Promotion
Earlier talks with Producers
Driving tune-in4
3
2
1
Increase show loyalty
Building relationship and engaging with fans
Increase new viewers
Increase Ratings
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Edward 35 yrs
Amazing Race Asia Fan, constantly active on Social Media
Will tune into AXN Channel to watch Amazing Race every week
Enjoy supporting teams and hate some teams
How does it work?
Bella 25 yrs
A Zombie Geek Fan of Walking Dead, constantly sharing her opinion towards the show through social media using Twitter or Facebook. Occasionally
channel surfing not knowing what to watch.
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Social influencing TV Habits
Edward is watching Amazing Race
Asia
Bella is bored so she is browsing Facebook
Plays Prediction game
from the app
He earns a badge
He shares on Facebook
She sees Edward’s Post Bella downloads the App and finds a
show that interest her
Bella favorites the show to receive push notification
Bella becomes a regular for the show
And repeats the cycle like Edward
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Our Solutions
Automated Push Notifications Allow the Viewers to like their favorite
show and receive a Push Notification on their mobile phone.
Get Program Information Viewer can check out interesting programs
and see if it interest them.
Game / Quiz / Poll / Prediction Engaging the Viewers by allowing them to participate with the show. Such as, a real
time quiz game and earning badges.
Include Social Media Platform User can read and share their feedback by
using twitter hashtag or post their game score on to Facebook.
Encourage viewer to watch TV on a Regular basis
Benefits
Basic second screen app which fulfills a viewer’s need for information
Provides a stimulating meet-and-greet environment wherein TV fans can share
common interests
Allows the viewers to interact with the TV Content to stimulates an urge to watch
the show
Features
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The Future of Second Screen
Sell Advertising / Sponsorship using interactive function of the app
Interactive Advertisement
Track Rating of the Shows
Increase in Monetisation Options
http://[email protected]
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www.pinterest.com/2359media
Catch up With Us
www.behance.com/2359media
www.dribbble.com/2359media
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