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Zappware plays major role in first entertainment program in Belgium using branded iDTV
05/02/2007
A case of interactive television at its best, for SBS broadcaster VT4.
The Belgian SBS broadcaster VT4 asked Zappware to come up with an interactive concept for a Dutchspeaking TV program called "Today's Youth" (in Dutch: "De Jeugd Van Tegenwoordig"). Earlier the Belgian iDTV experts enhanced reality TV shows such as "Peking Express" and "Temptation Island".
"Today's Youth" proved to be one of the most popular VT4 reality programs of 2006. The weekly program shows today's students experiencing the iron discipline of a secondary school in the fifties.
Zappware's challenge was to encourage the viewer to stay with VT4 during the program and to watch all 7 episodes. Zappware set out to achieve that through a creative concept combining impulse response, TV enhancement and digital teletext. The main message was: collect as many Mentos points as possible and compete to win one year of free Mentos gum.
Impulse-response
The program's promo that announces each program episode shows the red button. Simply pressing the red button was sufficient to collect Mentos points.
TV enhancement
During each commercial break a red-button application invited the viewer to complete an exam on a specific topic (chemistry, math,..). The better the player's score, the more Mentos points he collected.
Digital teletext
VT4's own digital teletext, called Digitext, allows the viewers to consult the right answers of each exam and one's own personal score.
Marc Vervoort, iDTV Producer Zappware: "We are proud to be associated with the first example of Branded Interactive Entertainment on Belgian television (2006). For the first time a brand links up with an entertainment program through interactive television. At the same time the Mentos game stimulates loyalty: participants stay with the broadcaster during the program and come back weekly to watch the next episodes. This illustrates again how interactive television holds new advertising possibilities."
Branded Interactive Entertainment proves to be a successful formula. Taking into account VT4's digital viewers density, VT4 registers a 20% response (unique participants).
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