Welcome to October’s edition of Showreel. This month the focus is on the changing nature of how we are all consuming TV content and the implications this changing behaviour will have.
As always you can follow on twitter (@harrykrane) to keep up with all of the latest news.
Interesting example of a TV channel’s use of social media from the states as Fox, for the first time, has premiered Raising Hope on twitter 2 weeks before its TV premiere. A good example of utilising the power of social media to create buzz before the main launch
High on its success of the Paralympics (C4 viewing was up 21%) the channel announces its plan to produce real quality drama in the mould of Top Boy and This Is England. On the back of a difficult year for the channel (Paralympics excepted) it will be good to see the channel produce more quality content
C4 have been pushing the boundaries this week with their Drugs Live Show and while it didn’t perform from a viewing perspective it certainly got the twittersphere hot under the collar. Rumours of this being followed up by the channel commissioning Dealer or No Dealer with Noel Edmonds and Come Down With Me are unconfirmed
An interesting piece from Google worth a read is their view on multi screening. Looking at consumer media behaviour across the course of a day it found that 90% of our media interactions in any given day are screen based
OK Commuter. BBC announced the launch of their download service for iPad and iPhone users, allowing people to watch BBC content without the need for a 3G or Wi-Fi signal. Gamechanger number 1
Following on the theme on what you want, when you want Sky have announced a shake-up of their Anytime+ (their on demand platform on TV’s) with Sky subscribers now able to get ITVplayer and Demand 5 on their TV’s with BBC’s iPlayer and 4OD coming very soon. Gamechanger number 2
Measuring TV alongside online video viewing continues to be a topic open for debate however a recent study from Videology suggests that a second screen campaign could add 3% to 5% of incremental cover on heavy weight TV campaigns
Vox pops, night vision, people jumping out of seats: these are now the new norms of horror marketing. If you show them being scared enough then the film must be scary, right? But no film has have ever actually measured the fear factor. Until now…
For the launch of the new film Sinister from the makers of Paranormal Activity and Insidious, M2M and Drum teamed up with Professor Brendan Walker of The Thrill Laboratory to measure and record the authentic, sheer fear generated by the film.
To establish Sinister’s ‘Fear Factor’, subjects were placed in a cinema theatre with 400 members of the public and hooked up to instruments measuring their heart rate, skin temperature, and perspiration.
The results of the experiment concluded that the subjects were in a genuine state of fear for an incredible 41% of the film. The peak heart rate was 237 beats per minute, a frightening 177 bpm above normal, matching the top heart rate people reach on some of the world’s most intense rollercoasters.
In the content released as a 6o” spot on Saturday 29th September (longer online only version is running as an exclusive today on Orange) Professor Brendan Walker from the Thrill Laboratory relays back to one subject: “You were having a very extreme experience. You actually broke our heart rate monitor”. Even the bravest contestant amongst them was in a state of fear for 34% of the film.
The experiment sits alongside a partnership with Bauer to showcase content from the experiment on their TV channels, along with advertorials and spots that track the journey from subject recruitment through to results in Zoo and Kerang, Kiss and Kerrang radio. All are set to drive people to www.sinisterfilm.co.uk.
Building on this M2M are currently ramping up the fear across TV, radio, outdoor and press as the 5th October release date approaches, all posing one simple question:
Qualcomm is attempting to crowd-source a portable medical diagnostic device based on the Tricorder from Star Trek (really).
Where to find more:
‘The future of Real Time Buying’ according to Microsoft, is characterized by accelerated growth blended with the challenges of scale, working with current buying systems and planning models.
IfThisThenThat is one of the web’s most interesting startups and they tell us a lot about where ever more connected technology is taking us (lots of automated services connected together to make everyday life a little easier).
Whether you are a golf fan or not this weekend was nothing short of awesome to watch. Just exactly how did Europe not just win, but escape what looked like a thorough beating?
Well, while Paddy Power can't claim full credit, we do however hope that the audacious and brave activity we worked on with Paddy Power helped.
Here's a little context...
Ahead of the Ryder Cup American Captain Davis Love III stoked the flames for a fiery confrontation, stirring up U.S fans to deliver the loudest frenzy ever seen at the tournament. With the tournament to be played at Medinah in Chicago, the European's knew they were going to be up against it.
With this in mind, Paddy Power, in conjunction with the team here at M2M and Crispin Porter + Bogusky embarked on an audacious plan to redress the balance for Team Europe. As the second day's play began, a fleet or acrobatic planes were utilised to create the worlds highest and largest tweets printed in the sky above the course. Visible from over 20 miles the tweets were designed to rival any ground-level heckles.
On Saturday Paddy Power’s twitter feed (@paddypower) called on European supporters to submit messages with the hashtag ‘#GoEurope'. Working across the weekend the team at M2M used a promoted trend and tweets to extend the reach of the idea. Ryder Cup editorial in national press ads asked viewers to “Help a Yank to Shank” and to submit their messages via the #Go Europe hashtag. TV advertising began in the Ryder Cup coverage with a similar message.
During the process the Paddy Power twitter page was overrun with tweets and over 55 messages were ‘sky-written’ by stunt pilots flying at 10,000ft above Medinah in the world's first Twitter campaign of its kind. These included “Spirit of Seve”, “Mrs Duffner is hot” and “Rory’s Gonna Getcha” which saw Rory himself taking photos and exclaiming “I love that!”. A video of him watching the Skytweets has even just been put on his Youtube channel here.
Live on air the European team Captain Jose Maria Olazabel was clearly excited about the tweets and said the team were trying to find out who was behind them. One of the sky tweets '#GoEurope' was adopted wholesale by fans (including Gary Lineker and Austin Healey) and additional TV advertising was placed in the Sunday coverage of The Ryder Cup as the tension mounted to get people involvbed and fired up all the more.
To help push Team Europe to a stunning victory the campaign finished with the world's biggest ever sky-written message. The message was made up from all of the twelve European players’ names - listing Seve as the 13th man to make it a record-breaker delivered to tie in with the start of the team’s dramatic and nail-biting comeback. The full text took up approximately 70million sq ft of sky. With each letter bigger that Shard in London, it was designed to break the current record by at least 10million sq ft.
This incredible campaign was the latest iteration of the ‘We Hear You’ campaign in which Paddy Power have been listening to what punters are saying and responding to them in over the top fashion. To get a full 360 degree panormaic view of some of the tweets in action have a look at the link below:
While we are in the process of reviewing the whole campaign, from an initital media results perspective the promoted trend on Twitter delivered 18 million impressions (2.5 x the Twitter norm) over the Saturday and Sunday (a 21% engagement rate). The promoted tweets on Twitter delivered 171k impressions and combined nearly 30k clicks (8.9%) and #GoEurope received 65.5k mentions, including the ones from Gary Lineker and Austin Healy.
In short, it was one awesome and emotional weekend that nearly even bought Colin Montgomerie to tears. The American's fielded an incredible team that for two days looked like they were going to take the Europeans down comfortably. While effectiveness is rarely measured in Ryder Cup vistory terms and Paddy Power could certainly not claim the full motivational credit, we certainly hope the sky tweets played a small part in creating what has to go down as the greatest Ryder Cup comeback victory of all time - one we hope Seve would have been proud of.
- Sam (with big thanks to all the Paddy Power team)