Project Overview
The most successful Australian TV App Ever!
Making television shows and selling ads used to be relatively simple - just attract eyeballs and advertising revenue would follow.
Nowadays the conversation between networks and advertisers revolves around effectiveness rather than just reach.
Our insight was simple – viewers of reality shows envy the contestants. So, for the first time ever, we gave viewers the same challenge as the contestants.
Our patented technology enabled viewers to compete alongside contestants and in doing so, The Big Adventure app has set a new benchmark for second screen engagement.
Project Commissioner
Project Creator
Team
Team Mnet
Project Brief
Making television shows and selling ads used to be relatively simple – just attract eyeballs and advertising revenue would follow.
Nowadays the conversation between TV Networks and advertisers revolves around advertising effectiveness and engagement rather than just reach.
However, it’s not easy.
A network’s multi-million dollar production investment has to compete against thousands of shows spread across hundreds of TV channels plus competition by the likes of Apple TV, Netflix and other streaming services.
And consumer behaviour is a major challenge; MagnaGlobal research (2014) showed that during commercial breaks 58% of people physically leave the room, 32% interact with another screen, and 23% concentrate on social networking.
For Channel Seven’s brand new show, our challenge was make mobile part of the solution - to get viewers involved in the show, to share their experiences, have them return every episode and pay close attention to every minute of it - and to every ad.
Project Need
Our insight was simple – viewers of reality shows envy the contestants. So, for the first time in television history, we gave viewers the same challenge as the contestants.
We developed an app, that only by watching the show, the viewers' phones came to life and activated a shovel – where viewers could then dig for keys and prizes alongside the contestants on the show.
Our app combined patented audio watermarking technology to sync with the TV show and unlock the shovel, gamification techniques to encourage competition and repeat play, gyrometer and accelerometer to determine the players' digging technique, and of course you had to race against the clock.
Technically it was very complex, but to viewers it was interactive and magical. For the first time ever, viewers were able to compete alongside contestants, bringing a new level to view engagement.
User Experience
To viewers, this global-first TV innovation was ground-breaking. Just by watching an episode, their mobile phones' shovels came alive and they could compete alongside contestants on TV.
Viewers were able to dig and collect keys, which gave them entries into the promotion to win prizes.
In order to win prizes, viewers were encouraged to come back and watch every show – the more keys, they more chances to win; in doing so, helping the show draw repeat audience engagement, as drawing viewers back to watch the show is a key success metric for a TV network.
Project Marketing
The Big Adventure App was promoted across The Seven Network’s assets including TV, online & Yahoo!7.
Did it engage the viewer? Absolutely.
Our app was the most successful TV app ever. In fact The Big Adventure ranked #1 for ALL free apps in both iTunes and Android app stores, and for more days in 2014 than Facebook, Snapchat, Instagram, WhatsApp or ANY OTHER app!
• 253,124 downloads in 5 weeks; almost 1-in-2 viewers
• Played in 125 countries
• 18,000 simultaneous players per second at peak
• Viewers on average played for 25 minutes & dug 18 holes each
• 19,000 wallpapers downloaded
• Social reach showed 1.5 million people shared scores, instant wins and encouraged others to tune in
The Big Adventure app has set a new benchmark for second screen engagement and interaction.
Project Privacy
As a company we take a best practice ‘privacy by design’ approach to all our projects, for compliance reasons and in accordance with our user centred approach.
We have our own evolved Privacy Policy (http://mnetmobile.com/wp-content/uploads/2014/06/mnet-privacy-policy.pdf) which conforms to the requirements of The Privacy Act 1988. The methods and constraints relating to how we collect, store, disclose (including de-identify) and remove data are detailed in this policy which is globally accessible on our website.
Our methods are practiced responsibly by trained and dedicated Competitions and Promotions staff and Technical Support staff. This underpins all the work we do for clients.
Home & Living
Apps have forever changed how we live our lives. We're looking for those apps that help us live better, smarter, have fun and just get more out of life whether that be cooking, gardening, renovating, shopping, dating, hobbies or searching for your first home.
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