never.no’s ‘Sync’ is a unique toolkit for syncing ad content and creating robust two-way engagement between television and second screen applications. The first toolkit of its kind, Sync enables broadcasters and advertisers to realize the potential of the second screen for expanding a campaign’s reach and power, opening the door for creative new ways to use advertising and giving broadcasters a concrete, measurable way to monetize their investment in Social TV. During The X Factor UK finale, British broadcaster ITV aired interactive Intel advertisements leveraging the Shazam App to promote the new Ultrabook™ convertible laptop. TV viewers sent in their Christmas messages via Shazam on their second screen devices for a chance to star in a specially adapted version of Intel’s ‘London Train’. The submitted real-time user-generated content was compiled and moderated using never.no’s technology before being displayed in the Intel commercial break after The X Factor finale. The Intel Ultrabook™ commercial is one of the first adverts in the UK to invite people to interact directly with a commercial in order to play part of the following advert – particularly one that is produced “on the fly" and aired within such a short timeframe. There are 13 million people who use the Shazam service in the UK, making it the perfect App to engage a large audience with the campaign. When viewers used Shazam to tag the spot, they were directed to a page within the app where they could send personalized Christmas messages to friends and family along with a photo from Facebook. The aim of advertisements is to get the audience to look and visually engage with the advert. By allowing viewers to interact in realtime, the audience is now paying attention. They want to take part and watch the follow up advert to see if they’ve been featured. In addition, an Intel microsite gave viewers the option to share their messages via Facebook and Twitter, watch the advertisements online, and enter competitions. Having an advert go to air and ask viewers to use a mobile app to interact is a pioneering move as the audience is now influencing the campaign across multiple platforms. If a viewer is featured on the ad they might also record it and share with friends via social media. The audience is making the campaign social. There is also the possibility for further interaction with viewers who interacted with the campaign through personalized conversation, news, info or vouchers.
More information about Sync: http://lostremote.com/how-never-nos-creating-social-tv-advertising_b36760
