1 Million Minutes – Good Morning Britain, ITV

Peter Cassidy
Director of Broadcast & OTT

How ITV used Monterosa / Interaction Cloud™ to launch a pre-Christmas campaign to tackle loneliness, resulting in their audience pledging an amazing 166 million minutes of their time to support charities across the UK.

As Christmas 2021 approached, ITV’s flagship breakfast show, Good Morning Britain, wanted to encourage its loyal audience to dedicate some time to tackling the curse of loneliness – by pledging a number of minutes to support the activities of charities like Alzheimers UK.

In order to facilitate the Million Minutes campaign, ITV needed to be able to launch a Pledge Experience quickly and easily, seamlessly integrated into their website. It also needed to handle hundreds of thousands of participants, drive traffic through to the charities in question, depending on viewers' choices, and keep a dynamic running total of pledged minutes, which featured regularly in the on-air broadcast in the form of huge 'totaliser' studio graphic.


By using a platform like Monterosa / Interaction Cloud™, ITV was able to dramatically reduce the time and effort involved in delivering the Pledge Experience – safe in the knowledge that it scales with TV-driven spikes in traffic, just like the Voting, Quiz, Prediction and other interactive Experiences available with the Interaction Cloud.


And the results were far beyond expectations – a remarkable 166 million total minutes were pledged.