2011 Mobi Award Winner: Best Mobile Platform Innovation: Team One / Grey's Anatomy Synch
publication date: Aug 28, 2011
Best Mobile Platform Innovation:
Team One / Grey's Anatomy
Synch
Company Names: ABC / Media-Sync Agency: Team One Brand: Grey's Anatomy Sync Executives Involved in The Campaign: Sid Gorham, Scott Maddux, Albert Cheng Brief: Television viewers are increasingly distracted while watching. Reports are produced on a regular basis showing that viewers split their attention between the TV and a myriad of other devices including smartphones and tablets. Knowing this, the Grey's Anatomy Sync (GA Sync) app was developed to engage viewers with the broadcast content by providing relevant supplemental content alongside interactive social elements within a branded and sponsored environment. The app supported 10 new episodes of ABC's Grey's Anatomy and was exclusively sponsored by Lexus. The experience was organized into discrete content modules within a linear feed interface where newer content appeared at the top, pushing previous modules further down the feed. Grey's Anatomy Sync for iPad bridges the gap between the TV and the living room opening up new opportunities for content producers and advertisers to engage with viewers. Built on the Media-Sync content identification and distribution platform, the application utilizes digital watermarks embedded within the audio of a TV program to automatically synchronize a 2nd screen experience on the iPad with the events unfolding on the TV screen. The strategy in creating the supplemental show content experience was to anticipate what information viewers would seek through external sources such as web searches or fan sites and deliver that content at the exact moment it is relevant to the action on screen. For example, Grey's Anatomy is well known for using obscure or emerging artists for its background music so the GA Sync app provided song and artist info while the song was playing during the episode. At the end of each episode the app provided links to iTunes allowing users to purchase the music while it was still top of mind. Working closely with the show producers the app also featured exclusive behind-the-scenes trivia and videos as well as director and writer's commentary. With over 14 million fans on Facebook, the Grey's Anatomy audience provided fertile ground for an interactive experience. GA Sync tapped into this highly engaged audience by providing ways for users to share their opinion within the app as well as reach out to the larger fan base on Facebook. In-app interactions included polls and discussions where users could vote or leave comments about how they felt about characters and story arcs. Integration with Facebook included tie-ins to fan page discussions as well as the ability to check-in to places within the world of Grey's Anatomy. Check-in posts included exclusive show badges and were posted to a user╒s personal profile page visible to their friends. Sponsored content was served to users in two forms. Stand-alone sponsored modules employed the app╒s interactive elements to educate users about a new car model while blended modules integrated the show content with the Lexus brand message. During each commercial break a Lexus video or trivia quiz focused on a different aspect of the car design centered on Lexus╒ commitment to perfection. Clicking through either a stand-alone or blended advertisement opened a browser window to the Lexus mobile website where users could learn more about the vehicles or locate the closest Lexus dealership. The results from the ten-episode run of the app were
overwhelmingly positive from all stakeholders. Both entertainment and tech
industry critics praised the technology and platform as ground breaking and a
critical step towards the long awaited interactive TV experience. For TV
networks like ABC, the Media-Sync platform can help build viewer engagement as
well as open new opportunities for revenue streams. For agencies, Media-Sync offers exciting new ways to augment TV ads with clear and immediate calls to action. Additionally the synced 2nd screen experience is ideal for in show sponsor integrations or product placement. For the viewer, Media-Sync creates a new layer for the show experience letting fans dive deeper into the immersive world of their favorite shows or pull together external resources that makes following a show simpler and more enjoyable. Link to Your Creative Materials: |
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