Category: Entertainment, Media, Sports
Award Entry Year: 2015
The way we watch TV is changing as audiences increasingly become digitized. While watching television, 49 percent of people are simultaneously using a mobile device to share comments about what they are seeing in social networks on search program information and so forth.
Starting in 2015, the Televisa series called Logout changes the way people watch television, by taking advantage of audience evolution.
Logout is the first fully interactive television series. It was designed, written and performed to integrate with an app to expand the audience experience. Automatic content recognition (ACR) technology allows the mobile device to access interactive and organic content from the TV in real time, within a second screen experience.
The app incorporates various mobile device features, including camera, text, touchscreen, geo-location, and microphone -- along with creating opportunities to interact via videos, text, calls, and video chat.
Since younger audiences are more digital within Mexico, the series' primary targets were men and women ages 16-24 years. The secondary targets were middle to upper middle class men and women ages 25-44 years who could afford a smartphone.
To successfully introduce the idea of native content produced with second screen functionality, the team worked on a holistic two-prong strategy:
The objective was to revolutionize the way we experience television.
Communication to the audience focused on the following questions:
Offline and online campaigns were divided into three phases to communicate this new way of watching television:
Phase 1 Teaser: This phase ocused on creating excitement, with only general information about the series.
Phase 2 Downloads: This phase focused on an interactive video released on the website and promoted mass downloading of the app at mobile stores.
Phase 3 Release: A week before the release, the day and time of the premiere was advertised in different media, and the second screen invited viewers to live the experience.
Rather than competing with the trend towards the use of a second screen, Televisa decided to take advantage of the moment and to adapt content to the growing mobile environment. The result was a series with an app that enriches the content and promises to revolutionize the way we experience television.
The campaign was launched offline and online and promoted on all channels, including Televisa's broadcast TV and Televisa's paid TV, using space on programs and newscasts. To encourage people to download the app, Televisa also launched a search engine marketing campaign to promote the series and its new way of living the story using technology.
The website was critical because it gave viewers the chance to access interactive content and learn about the app before the broadcast. The site had links to stores where the app could be downloaded for different operating systems.
To close the circle, each episode began with a brief message or bumper asking viewers to open their application to interact. An "icon" or "bug" was also used to alert viewers when a scene is about to integrate with their device through the app.
The mobile strategy was critical to implementation, because the app played an active role instructing in its own use. The technology allowed users to download and experience the app in two easy steps. The mobile campaign contained a direct call to download the Logout app, and also included a tutorial, FAQ's, a video explaining how to use it and an email contact to report incidents.
The campaign results exceeded expectations. Logout caused a paradigm shift in how to present content on different screens, by taking advantage of technology to create a new way to experience live television.
The hashtag for the app (#Logout) was popular and viewers used it to talk about the series on social media, particularly Twitter, Facebook, and Instagram. At least one reviewer called the project a "masterpiece."
Logout's first broadcast broke audience records, and in just four months it reached 100,000 total downloads across iOS and Android.
People did use the app while watching TV series. After only nine episodes, the app had reached 540,000 interactions and 640,000 sessions.
Logout is the first of many projects of its kind, as second screen experiences are growing, offering new and different ways to interact with Televisa's content, and to strengthen viewers' emotional connections with series.
Based on the success of the Logout model, more Televisa producers are working to generate content designed to integrate a second screen.
Growing its digital audience and positioning mobile within its entertainment industry content, Televisa has become a major player in the digital space.