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