Following a successful U.K. trial last year, Turner International announces a wider rollout of its innovative experience Gumball VIP — a unique combination of linear TV viewing of the global hit show The Amazing World of Gumball and interactive second screen activity. Gumball VIP will roll out in 10 different markets over the next six months: Italy, the Philippines and Singapore before the end of 2018, followed by Australia, New Zealand, Poland, Romania, Spain, France and the U.K. in Q1 2019.
“Linear TV remains a key medium for kids, but what we need to do is ensure that it remains relevant in today’s world where there is a big shift in how our fans watch and engage with our content. Using this innovative technology allows us to do just that, by digitizing the linear TV viewing experience and adding that all-important element of interactivity,” said Patricia Hidalgo, Chief Content Officer, Turner EMEA & International Kids Strategy. “At Turner, we proudly create environments that our fans can move through seamlessly. We are in a world without limits and by creating fun, engaging and rewarding second screen experiences which complement our incredible original content on TV, we are giving our fans across the world something that is truly unique.” The technology, licensed by Austrian startup Tonio, was trialled in the U.K. during the school half term week in October 2017 and was also used in the U.S. for the 2018 CN Summer Challenge.
Fans can download the free Gumball VIP app from the App Store or Google Play to receive a push notification before linear transmission of the episodes. The app then uses a robust audio watermarking technology (which connects to the episodes by listening for audio triggers) to quiz users about what is happening on screen. Correct answers win stars and unlock codes, which can be redeemed on the Cartoon Network websites for prizes.
The 2017 trial demonstrated an appetite for dual-screen activity, with average TVR increasing from previous comparable periods by up to 44%. Additionally, the second screen experience showed an uplift in older kids coming to the channel – proving that appointment-to-view moments can win linear audiences. Daily reach amongst older kids (10-15) was up against all benchmarks during the trial, with a +22% increase year on year and a +108% increase versus February half term stats in 2017. Gumball VIP app reached the App store top 10 during the trial period.
