The Voice Kids Game

Innovation beyond the 2nd screen

Mobile Convention Amsterdam

Michiel de Gooijer

@thepitcher

LBi Nederland – Marketing & Technology Agency

130 people in NL

LBi Mobile partnership LBi Nederland / Triple IT

2nd Screen

Trends

% of TV viewers regularly access internet via mobile or PC*

85% * Source: Yahoo! And Nielsen Research, January 2011

Trends

% of TV viewers that access internet content related to on-air tv show*

24% * Source: Yahoo! And Nielsen Research, January 2011

Trends

% of tablet and smartphone owners using device daily whilst watching TV*

41%

* Source: Yahoo! And Nielsen Research, January 2011

Trends

Tablets are MOSTLY used whilst*

WATCHING TV * Source: Yahoo! And Nielsen Research, January 2011

Dutch Example: % of viewers of GTST vs The Voice Of Holland being online

during full broadcast of the show Voice Of Holland being online during full

broadcast of the show

22,2% 20,5%

23,9% 21,0%

25,8%

42,7% 45,3%

34,5%

0

0,05

0,1

0,15

0,2

0,25

0,3

0,35

0,4

0,45

0,5

GTST 28-11 GTST 29-11 GTST 30-11 GTST 1-12 GTST 2-12 TVOH 2-12 TVOH 9-12 TVOH 16-12

GTST 28-11

GTST 29-11

GTST 30-11

GTST 1-12

GTST 2-12

TVOH 2-12

TVOH 9-12

TVOH 16-12

2nd Screen - Categories

Social TV apps – sharing / inspiration / conversation. Broad scope. Limited to 2nd screen. (MISO, Get Glue, Kijkes)

1. Social TV apps

Sharing / inspiration / conversation

Contained to 2nd screen

4. PARTICIPATE IN SHOW 2.PARTICIPATE

PARTICIPATE

3. GIVE ME MORE!!!!

3. GIVE ME MORE!!!!

4. Play Along

home-play-only elements (predictions, trivia, pay close attention)

Like being in the studio

Loads of opportunities

Advertisers

new opportunity to communicate, interact, generate leads & sales

Broadcasters

increase loyalty

social buzz

Insights

consumer data

advertising & affiliate revenues

add interactive layer to TVCs

D2C revenues

Content creators

enrich format, license fees, strengthen strategic position, closer relationship viewer

Distributors

reduce churn, new propositions and business models

New players

bit (or a lot ;) of everything

Objectives

1. Enrich TVK family experience

2. Increase loyalty/stickyness

3. New revenue streams

4. Innovate

5. Learning by doing

CONDITIONS

Dual in stead of duelling screens

Keep It Simple Stupid

Oh, yes…. The deadline

Unique combination

TV Show

Mobile App

• Game related to

show on TV

• Free application

• Only need 1 device

• Pre-recorded & Live

Show

• Supports mass traffic

Mobile App

• Home Quizmaster

• Register

• Input names

• Social sharing

Mobile App

• Input wager

• Reward winner (eat

favorite dish)

• Task for last in line

(do the dishes)

Mobile App

• Appoints & serves

multiple choice

questions

• Type of questions • Pay close attention

• Trivia

• Predict

Mobile App

• Answer correct,

advance on game

board

Boardgame

Board game

• New category: ‘light’ game board

• Available for free • Dixons

• PDF download (vodafone.nl)

• Adds element of bad luck and

fortune

• Determines who wins

• Strengthens relationship The Voice

Kids & viewers

Strengthens relationship

Results so far

• Over 80.000 Downloads

1. iOS (iPod Touch, iPad, iPhone)

2. Android

3. WP7

• 60.000 unique players during one

episode

• 15.000 boardgames distributed

Positive reactions

Objectives

Enrich family experience

Increase stickyness

New revenu streams

Innovate

Dual as apposed to duelling screens

Learn

Reality

Parents, brothers & sisters play

together

Complaints about time slot. TV

turned into a game

Brand partnerships Vodafone,

MSFT & Nokia

Unique media mix

Timing questions is key

A lot

Learnings / What’s next

Development, Distribution & Promotion of game board

requires strategic partners

More and better timed activation

Improve game play

‘Light’ form of game-board-play works

Huge potential (e.g. release new game-play throughout the

week)

More time, more time, more time…

But then again…