AT&T wanted to build a deeper connection with fans of Doctor Who, through mobile interaction.
With BBC America we created "Who Knows Who", a unique trivia challenge that unlocked new questions live during TV ad breaks.
Sci-fi fans are some of the most passionate, engaged and competitive. Using urgent on-air call-outs during ad breaks, we knew that fans would respond. And so they did, in volumes many times higher than anticipated. We smashed the initial target and delivered over 300,000 unique users engaging for an incredible 32 minutes each on average.
What we delivered
In just a few weeks, we created the custom HTML5 gaming experience for BBC America and AT&T, designed to drive loyalty with regular weekly questions unlocking in exact sync with ad breaks. A special "AT&T Life Line" offered value to fans and ensured the brand made a positive contribution to the fan experience. The game was 100% reliable, powered by our LViS interaction platform and supported by our 24/7 support team.
The activation drove massive levels of response from 300,000 fans with over half an hour of dwell time each, and over 40,000 social shares. During the season premiere, the game even trended on Twitter in the US.
Unique users engaged
Avg Dwell Time
Who Knows Who was built from a foundation of our Play-Along product. Back-end services were powered by Monterosa's LViS interaction platform, dealing effortlessly with sharp spikes of usage after broadcast promotion.
Live game format built on Monterosa Play-Along product
Synchronisation with broadcast powered by LViS Platform
Identity powered by Facebook Login
Ad Serving by Google Doubleclick