Brand Owner: Nagoya Broadcasting Network
Category: Publishing & broadcasting
Date: December 2005-October 2006
Media Agency: Dentsu
Media Channels: TV, online
Anyone in media has read a host of articles about convergence, the meeting and merging of TV and online.
While much of the talk has, as ever, been premature, there are signs that consumer behavior is starting to alter and, more importantly, that marketers are responding to it.
In Japan, one trend is known as "double screen," the practice of keeping a PC switched on in the living room as well as the TV. Thus, if the TV fails to appeal, consumers are always ready to surf.
To take advantage of this trend, the Nagoya Broadcasting Network used real time RSS messaging to let surfers know that a program worth watching was about to start.
The key to the campaign was to get consumers to download the special RSS reader onto their desktops. Large posters with CD-ROMs were installed at Nagoya City Subway stations, and 12,000 discs were distributed in seven days.
A further 160,000 CD-ROMs were distributed via Tokai Walker magazine, and announcements on NBN TV shows encouraged consumers to download the reader from the website.
The RSS reader is updated every two seconds so that consumers can not only find out when a program is about to start but also what's happening during programs such as sports broadcasts. Surfers can be notified of goals scored so they can switch on to watch the replay.
NBN wasn't the first company to use RSS to promote its shows, but the broadcaster claims it's the first to disseminate real-time program-content information in addition to program announcements. The approach has paid clear dividends in the ratings, and information is still being sent to the RSS readers.
The RSS reader was part of a range of initiatives that have helped boost ratings for NBN by 2.4% in peak time and 0.8% across the day.
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