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The Big Adventure
App

Objective

The Big Adventure was Network Seven’s big new reality show for 2014. Contestants competed in a series of tasks for the right to dig for a golden key; 12 of which are buried in a sandy grid. Ultimately one of these golden keys would unlock a treasure box that contained $1 million. The TV show had all the thrills, spills and drama you’d expect of a high budget production.

Whilst adventure-based television can be very exciting to watch, it’s a passive experience for those at home sitting on their lounges. So how do you share the adrenalin and fun with viewers at home? Also, how do you build and maintain show audiences while fuelling social chatter?

Solution

To achieve the objectives, Ansible realised that the strategy should focus on driving viewer experience and not just exposure. Viewers at home who were engrossed in The Big Adventure envied contestants on the screen. They wanted to be the ones completing the island challenges, and digging for keys in the treasure grid at the end of each episode with the hope of winning the prize.

Ansible knew that if it can get people at home more involved there would be a better chance of people sharing their experiences socially, returning each week to watch and paying close attention to every minute of the episode. Ansible created a companion app that got Australians off their couches and digging for keys in their own lounge. The app combined audio watermarking technology to sync with the TV show and unlock the shovel. A gyrometer and accelerometer determined the player’s digging technique, and of course it was a race against the clock.

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Results

To viewers around Australia this global-first felt like magic as their shovel came alive. The app was the most successful TV app ever and ranked first for all free apps in both iTunes and Google Play Store.

Across 10 episodes it amassed 253,124 downloads. With the show averaging 622,000 metro viewers per episode, this meant almost half of the viewers were engaged deeply with the show and advertisers using the app. It was played in 125 countries and at times had 18,000 people playing per second. Social reach was over 1.5 million with people sharing scores, instant wins and encouraging others to tune in. Each person played for 25 minutes across the campaign and dug 18 holes!

Awards:

  • Festival of Media APAC 2015: Best Use of Mobile – Silver
  • MMA Smarties 2015: Best Mobile App Silver
  • Australian App Design Awards 2015: Games – Silver
  • Australian App Design Awards 2015: Home & Living – Silver
  • Southern Australian Interactive Awards 2015: Entertainment

 

 

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