01 November 2012 • Marketing Week
The growing trend of dual screening – consumers using devices such as laptops and smartphones while watching TV – is providing new opportunities for brands to increase engagement.
“…Grolsch also ran a campaign involving audience participation, using an incentive-based scheme. The interactive video and mobile experience encouraged consumers to text a virtual character named Journt, who was ‘apprehending felons’ at a bar. He puts his business card on the counter and a voiceover invites viewers to text in with their name, which is then shown live in the video. Journt replies via text to say either that he recognises the name or that he does not remember the viewer and to try again. If Journt recognises the name, he says he will buy the person a Grolsch and he or she is sent a digital voucher.”