For the Season 3 return of Storage Wars, we set out to drive tune-in and continue to grow the near-saturated audience base. Our overall objective was to gamify Storage Wars and extend the linear broadcast to the second screen. Storage Wars Fan Challenge App was a multi platform experience, accessible on the web, iphone, ipad and android devices. It provided a parallel and synchronized layer of interactive companion content to the viewing experience. During premiere episodes, viewers were able to select teams and bid along in real-time (the more accurate the bid, the more points they received). When cast members won lockers in show during the linear broadcast, players on the app won points based on their team status. This was the first ever linear storyline that directly affected points in an app. Players also answered trivia and polls to win additional points. Additional engagement opportunities were found in new photo galleries, show recap videos, episode promos and cast bios. A&E was one of the first cable networks to create a multi platform synchronized app. It garnered considerable press attention and showed that A&E is a leader in innovative social TV and app development. We delivered relevant content directly to viewers during pertinent times as they watched our show. We received over 40,000 total downloads and successfully attracted the gaming audience, obtaining an excellent 23:48 average time of engagement per user (weekly). The 10:00p and 10:30p episodes of Storage Wars Season 3 debut ranked #1 and #2 (respectively) among A25-54 and A18-49 in entertainment cable prime (i.e. excludes the NBA on ESPN). A&E finished as the #1 entertainment cable network in the 10p hour across the key A25-54, A18-49 and P2+ demos for the night and built in all demos from the previous season.
