Channel 5 Viral GADGET SHOW WORLD by XS2THEWORLD Amsterdam

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GADGET SHOW WORLD

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Industry TV Channels/Radio Stations and Programmes
Media Viral
Market Netherlands
Agency XS2THEWORLD Amsterdam
Executive Creative Director Scott Seaborn
Creative Director Rich Thrift
Released May 2013

Awards

Cannes Lions 2013
Mobile Lions Creative Use Of Technology; Other Technology for Mobile Silver

Credits & Description

Type of entry: Creative Use Of Technology
Category: Other Technology for Mobile
Advertiser: CHANNEL 5
Product/Service: THE GADGET SHOW
Agency: XS2THEWORLD Amsterdam, THE NETHERLANDS

Developer: Pedro Diaz (XS2)
Project Manager: Oli Freke (Channel 5)
Production Manager: Luke Thornton (Channel 5)
Art Department: Paula West (AllSet)
Art Department: Richard Ward (AllSet)
CEO: Sander Munsterman (XS2)
First Assistant Director: Rob Fox (5 Creative)
Chief Innovation Officer: Jan Willem Vaartjes (XS2)
Creative Director: Rich Thrift (5 Creative)
Executive Creative Director: Scott Seaborn (XS2)

Brief Explanation
We created the world's first 360 degree dual screen television broadcast. Viewers could not only watch the TV content, they could control the camera in real time...

Judges' Instructions:

1) Watch the SHORT film first (the main film is too long)
2) Open the app and have it running on device
3) Play the supporting film, the app will react to this film

At 9pm on 16th April 2012, television history was made by broadcasting the world’s first 360 degree dual-screen TV/mobile experience simultaneously on television, mobile and iPad. The promotion for The Gadget Show: World Tour broke on television and mobile simultaneously.

The app synched with the TV broadcast in real time. Viewers of the 360 mobile experience could then turn around with their iPad/phone and watch what was going on behind them, above them or anywhere off-screen. Specially scripted scenes and action was happening all around the studio exclusively for the mobile 360 viewers. Directional movement of the mobile device resulted in synchronized movement from the 360 degree TV cameras – the viewer could look anywhere around the studio along a 360 horizontal and vertical axis.

Early adopters are tough to reach. Well over 30,000 of them used the app to synch with the one-off broadcast on television. The experience caused a social media stir which spread to channel 5's website. The hard-core of credible influencers were attracted WITHOUT promotion of the app. We wanted it to be organic and as such we did not think so many would go to the effort of downloading the app to watch the one-off broadcast. On YouTube, the next level of enthusiasts uploaded their own clips of the TV broadcast and 20,000 people watched those, generating more and more downloads. On Twitter, Facebook and YouTube the broadcast generated significant (global) social traffic but unfortunately this was not monitored by the client... Some of the Tweets and posts even said ‘this is the best TV ad I have ever seen.’ Significant numbers viewed the experience one social media (synched with their iOS devices) again and again.

The client praised this work as a complete success.