Posts Tagged ‘social tv’
This weekend the nation (or at least those watching [UK] ITV1 at 7.55pm on Sunday 15 January) will see who online users have chosen as their favourite new TV advert for reed.co.uk.
People have been deciding over the past month between six shortlisted ads, all created by up-and-coming UK filmmakers.
The winning filmmaker will also receive a £10,000 cash prize and have the opportunity to work on future reed.co.uk projects with celebrated commercials and film director, Paul Weiland, whose team was behind the original ‘Love Mondays’ radio and outdoor campaign.
The campaign shows how voting on humorous crowd-sourced content, on a subject to which people can relate, can make for gratifying, low barrier-to-entry online participation. The bouncy design on the page bringing it all together works very well too.
Beyond the basic vote, online users can also connect and engage with the budding film directors through social media. Nick Bennett, creative director of Steel (the agency behind the campaign), said “It’s not just advertising. It’s social entertainment.”
Personally I’m rooting for Super Reed:
mentioning social networks like Twitter or Facebook by name goes against a 1992 decree prohibiting surreptitious advertising… It “would be a distortion of competition” to “give preference to Facebook, which is worth billions of dollars, when there are many other social networks that are struggling for recognition.”
Christine Kelly, CSA spokesperson [French broadcasting authority]
The death of the water cooler moment was one of the earliest-touted social casualties of the Internet. But with the popularity of Twitter, it is now being asked if it is actually driving TV viewership.
The video below entitled ‘the best of Twitter tv’ shows its prominence on major shows and the buzz generated around hashtags such as #royalwedding. The release shows Twitter is taking its integration with that media very seriously.
The virtual water-cooler one can get in real-time with distant strangers over Twitter is a compelling one. For a UK example, there’s been a lot of action around popular political shows #bbcqt and #10oclocklive.
But I’ve found that while I now make more effort to watch shows I enjoy in real-time time, after the event I am less likely to watch them on catch-up because doing so without the live Twitter-stream just feels like half an experience. So while the advent of social TV may be driving more live viewing, it may impact ‘un-social’ tv further: as people opt out of viewing at alternative times without the social media commentary they have come to expect and love.