Multiscreen media is a trend that has actually been around for quite some time. In short it is a brand that can create synchronicity between ATL and digital messaging. A recent Google trends report noted that one of the key trends globally was that people consuming traditional media (especially TV) were generally using a second or third screen simeltaneously.
This provides us both with a challenge and an opportunity. The challenge is that it is easier for consumers to switch off and fragment their consumption of media anytime, anywhere. So not only do we have to be more creative in our ATL executions but we need to find reasons for them to explore. Creating a depth of conversation and compelling incentives for them to engage and interact with our brands.
There are a number of opportunties. Mostly presenting themselves through these two lens’:
Multitasking: This is when someone’s attention is fractured between various media at once. They are not completely captivated by either their first or second screens. As brands we are trying on the first screen to give consumers a compelling enough reason to use their second or third screen to engage with the brand or respond to a call to action.
Synchronicity – The second opportunity in this space is to create a narrative spurring engagment with our brand communcations. By using ATL executions as a funnel. It is a little more difficult to achieve, and technologically There is a huge first mover advantage to be had by exploring this avenue as well. Multiscreen experiences is when we can manage to link content between two screens in real time and at the same time. So someone that is watching your TVC or branded content, can interact with an extra layer of depth through a digital platform or campaign.
A great example of synchonous multiscreen eecution is a campaign by Honda in the UK and the campaign was called ‘This Unpredictable Life’:
Multiscreen media consumption is already incredibly prevalent in Australia. According to the Australia Bureau of Statistics, Australians are the second highest adopters of smartphones in the world after Singapore.
There have also been study’s that suggest 46% of smartphone and tablet users have them at hand or are using them them whilst watching traditional media channels.
For most of us we have already had a first hand experience with this trend. Such as watching TV and reading the news during the ad breaks.
Brands around the globe have been on the front foot in regards to how this trend can fit within their broader communications ecosystem. More importantly they see it as a unique vehicle to increase the returns they generate from the ATL spend. it also gives them a real time indication of whether their ATL executions are resonating with the audiences they are trying to communicate with.
Let’s look at some global executions to help establish precedence.
Examples of Multiscreen Media:
Heineken – Star Player
AKQA London created this little gem to better integrate their brand into a long standing sponsorship of the UEFA Champions League. The brand created a Facebook App, Mobile App and Microsite that lets you engage with the action on screen. The app gives you eight choices throughout a game in real time. Allowing you to predict what would happen throughout the gameplay and rewarding you based on whether you were correct or not. You can compare your prowess against your friends and the rest of the world. This is a great example of multiscreen because it enhances peoples experiences of the broadcast they are already watching. It also provides them a unique branded experience creating stronger links with the brand over extended periods of time. To See More Click Here.
Burberry – London Fashion Week
Using the appropriate content across the various devices and platforms consumers are using is key to success in whilst consiering multiscreen executions. Burberry has managed to turn their London Fashion week shows into a digital smorgassboard disseminating different content across a plethora of screens and devices.
Again this year Burberry will be using Twitter to launch the lines and post pictures before models walk down the catwalk. Burberry are live streaming the show in HD. Along with this they are providing people with the ability to embed the live streams along with comment windows onto their own Facebook pages.
They will also for the first time be broadcasting live, on screens at London’s Liverpool Street station, Heathrow Terminal 5, Cromwell Road and LED screens outside Burberry’s Bejing store.
Live streams have also been formatted for viewing on Chinese social networks Sina Weibo and Youku, as well as the iPhone and iPad.
Burberry is at the forefront of technological development with other brands now strugglng to keep up. They are using digital technology to make their biannual runway shows into global, consumer-facing events. They are leveraging consumers using various devices at different time to truly capitvate them through multiple screens all offering unique experiences. As a result reaching consumers in more territories and on more platforms than ever before.
Burberry Website: www.burberry.com
Heineken Rugby Clubhouse:
Our task was to bring to life Heineken’s sponsorship of Rugby World Cup 2011 in the digital environment. We needed to make Heineken an intrinsic part of the Rugby World Cup experience, by exciting and engaging fans of both Heineken and of rugby.
Almost every rugby fan has dreamt of kicking the winning goal for their country. So we developed an iPhone App that allowed fans to kick real penalty goals and conversions, live, as they happen. For the first time ever, fans could take the same kick, from the same spot, in the same conditions as the players.
Forging a partnership with FOX Sports, Holler co-developed technology where live kicks could be retrieved in real time during the game. In addition to the game modes, the App also kept users up to date with all the latest tournament info and helped fans track down their nearest Heineken Clubhouse Bar venue for the ultimate viewing experience. Heineken was with them at home, with friends, in the bar and at the games.
•Total Heineken sales +30% v same period YAGO
•On Premise sales +48% v YAGO
•On Premise Tap Volume +53% in the same period
•Over 12.5 million kicks taken during the tournament
Video Case Study :