To fight the lack of audience attention, more and more television channels are betting on social TV and gamification. Here are 4 examples to learn more about the uses of gamification in this area…
Quarter, Gamification (Made in California) Arrives in France
On July 2, Quarter (a California startup headed by Carlos Diaz) announced a partnership with Amakina to offer a simplification solution for French channels. The observation of Quarterly founder Carlos Diaz is that “people want to participate in what they see”. According to Manuel Diaz, president of Amacina France, “audiences put pressure on broadcasters” so that the latter provide them with an increasingly engaging television experience.
Simply put, Quarter’s mission is to make programs interactive and fun, along with a layer of gamification in relation to what’s happening on television. In the United States, the Quarters have already signed with Bud Light, the benchmark beer brand in the Atlantic, for the entire NFL season (American football), including the Super Bowl. Thus, the series won’t be the only ones interested in the platform. Some brands are deciding to take this path to provide experiences tailored to their situation. This is exactly what Manuel Diaz insisted: “There are incredible uses to be imagined” to put second screens at the service of brands.
Pepsi Sound Off, Social TV In Service Of The Brand
In the United States, Pepsi launched the Sound Off platform. It allows fans to interact with major TV shows like the Grammys, X Factor and even the Super Bowl. Viewers are rewarded in points for completing certain tasks: comments, sharing on social networks, etc. These points are used to get rewards. The fans who posted the most “likes” comments also got a chance to scroll through their names in the locations Pepsi aired during the show’s commercials.
The Voice: The Fifth Coach
For the 2013 edition of The Voice, TF1 installed a gamification system based on its Connect platform. Thanks to a tablet or mobile application, spectators had to put themselves in the fifth coach’s place. The goal was to guess the choice of “real” coaches to earn points and allow access to gifts. The more options that are anticipated in advance, the more points the player earns. The game system is rather well thought out, especially with the countdown implementation that generates a lot of excitement. It is too bad that community levers have not been exploited when we know the extent to which such a program makes adversaries and parties flourish.
Heineken Star Player: Bet on Football
In 2011, Heineken launched the Star Player app. This allowed real-time predictions to be made during Champions League football matches. For example, during one corner, the spectator has to predict his outcome: target, release target, another corner… The goal is to climb the rankings of the best predictors.
This application is fully consistent with the position of Heineken, which is already one of the main sponsors of the Champions League and whose drink is sometimes consumed in front of the TV by football fans.
And you, are you ready to take on the second screen game?