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Connecting brands and their customers via mobile
Second Screen
Increasing 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
informative
Microsoft
&
Wunderman
15
Second Screen Case Studies for Singapore
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.
5
Problems
People are watching TV
with their phones and
being distracted
Distracted
Unable to follow the story
and less emotionally
engaged with show
Less Loyal
Social media is starting
to be incorporated into
TV Ratings
Social Media
6
Driving tune-in4
3
2
1
Increase show loyalty
Building relationship and engaging with fans
Increase new viewers
Increase Ratings
7
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
14
The Joytruck
“Engage viewers to do their
part 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
12
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
13
Stir It Up
‣Real Time Quiz Game
‣Thousand of plays per episodes
“Engage Viewers to play along”
Audience Retention
13
Stir It Up
‣Real Time Quiz Game
‣Thousand of plays per episodes
“Engage Viewers to play along”
Audience Retention
13
TV 50
Live Audience App
Connect live audience and at home audience
Second Screen Case Studies for Singapore
Prizes Restrict Creativity4
3
2
1
Target Audience of show
Reason to Play
Monetisation or Sponsorships
Learnings
7
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
7
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.
9
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
10
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
8
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://2359media.com
wenhan.zhou@2359media.com
www.twitter.com/2359media
www.facebook.com/2359media
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18

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Second Screen Case Studies for Singapore

  • 1. Connecting brands and their customers via mobile
  • 2. Second Screen Increasing Ratings via Engaging Fans and Friends
  • 3. 69% of multi-screen consumers feel that accessing similar content across different screens make content more useful, relevant and informative Microsoft & Wunderman 15
  • 5. 80%of people are both simultaneously online and watching television.
  • 6. 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. 5
  • 7. Problems People are watching TV with their phones and being distracted Distracted Unable to follow the story and less emotionally engaged with show Less Loyal Social media is starting to be incorporated into TV Ratings Social Media 6
  • 8. Driving tune-in4 3 2 1 Increase show loyalty Building relationship and engaging with fans Increase new viewers Increase Ratings 7
  • 10. 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 14
  • 11. The Joytruck “Engage viewers to do their part 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 12
  • 12. 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 13
  • 13. Stir It Up ‣Real Time Quiz Game ‣Thousand of plays per episodes “Engage Viewers to play along” Audience Retention 13
  • 14. Stir It Up ‣Real Time Quiz Game ‣Thousand of plays per episodes “Engage Viewers to play along” Audience Retention 13
  • 15. TV 50 Live Audience App Connect live audience and at home audience
  • 17. Prizes Restrict Creativity4 3 2 1 Target Audience of show Reason to Play Monetisation or Sponsorships Learnings 7 Social Hooks Simple, Accessible On Screen Promotion Earlier talks with Producers
  • 18. Driving tune-in4 3 2 1 Increase show loyalty Building relationship and engaging with fans Increase new viewers Increase Ratings 7
  • 19. 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. 9
  • 20. 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 10
  • 21. 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 8
  • 22. 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