The Campaign

In Singapore, branded entertainment largely consists of sponsored programming, product placement, branded content, etc. Our campaign is the first to actually combine/network multiple devices/screens, and also combine gaming and TV entertainment. As our client was a cable TV broadcaster, we were able to pioneer technology to create this never-before experience.

Results

We created a TV commercial about a little dog that met the girl of his dreams. However, like all good love stories, we needed a twist. So our dog lost his dream girl in a crowd before he could even say 'woof'. Hopwever, our little pooch was not about to give up – not this dog. So we invited viewers to help him. Using TV fingerprinting technology, we made it possible for viewers to connect and sync their mobiles with our interactive commercial. Viewers could interact with any scene in the commercial by simply tapping on it through their mobiles. Once they activated a scene, they could interact with the story – and help our little dog in his quest, much like in a role-playing video game. Like in the scene where the bus drove away with our dog’s girl, viewers could literally run and chase after the bus with their mobiles to help our little dog. When viewers shook their mobiles in a running motion, we unlocked a map that led them closer to the missing girl. Every time, a viewer interacted with a scene on TV and completed a task on mobile, we unlocked a map that led the viewer closer to the missing girl. Also, as part of a contest promotion, viewers were rewarded with StarHub entertainment credits. We concluded our dual-screen adventure story by literally bringing the commercial to life. Viewers that unlocked all the maps received a live GPS location on their mobiles; one that led them straight to our little dog’s dream girl in real life – along with a host of attractive prizes. By helping our little dog, over 50,0000 viewers discovered and experienced over 80 hours of interactive TV entertainment on StarHub Mobile (Source: App Analytics). To download the app, search HUB IT on the iTunes App Store.

StarHub is the number one TV network in Singapore. The problem is most viewers don’t know StarHub provides equally great entertainment on mobile. We needed to give TV viewers a reason to try our mobile platform. Our solution: a TV story powered by mobile devices. We created an interactive TV story that could be controlled by mobile devices - an experience that is much like a role-playing video game. Our strategy was to lure viewers who are on our TV platform on to our mobile platform to experience our entertainment offerings on the mobile platform. We did this by creating a seamless entertainment experience across both screens.

Within a week, our multi-screen mobile app broke into the top ten most downloaded apps (Source: Apple App Store Analytics). View count on our YouTube channel increased by 500% (Source: YouTube Analytics). Fan count on the StarHub increased by 105% (Source: Facebook Analytics). Sales for StarHub's multi-platform service increased by 17% and existing customer spend went up by 12%. (Source: StarHub Marketing).