Million Pound Drop - One of Endemol's most successful interactive TV hits since Big Brother with interactivity designed & delivered by Monterosa

Peter Cassidy
Head of Global Entertainment

We helped Channel 4 and Endemol create one of the most successful interactive TV formats of all time

Gameshow audiences have been playing along at home for decades - by shouting at the TV. Working with Endemol and Channel 4 we were challenged to create a TV format that gave fans a way to get closer to the action through a Play-Along app. We wanted to represent the fans themselves in the TV show, making the digital component integral to the show, not just an extension.

With a new drive to capture audience data for targeting and marketing, our product needed to deliver registrations to Channel 4’s CRM powered by Janrain.

Results

3 million App Installs
Multiple Awards Including BAFTA
12.5% of live TV Audience Play Along

What we delivered

The Million Pound Drop app is a real-time second screen game playable on web and through a dedicated mobile/tablet app on iOS and Android. It allows audiences to experience the show as if they were a contestant by answering the questions in sync.

During the show, live performance statistics from players at home feed back into the show to create live on-screen graphics which compare North v South, Girls v Boys and other demographic stats. This makes the experience fully integrated with the show, encouraging record-breaking usage.

The app has a free play-along version with paid unlock features allowing super-fans to purchase extra questions packs so they can play 24/7.

In addition to driving engagement The Million Pound Drop Play-Along was the flagship launch product that drove Channel 4’s new user identity / CRM service for targeting pre-roll ads. By generating registrations with additional demographic data and preferences, Channel 4 increased their targeting capability significantly, now hitting over 10 million registrations.

“Their software is flexible enough to cope with the demands of a live TV show, turning stats around rapidly, which are fed straight back into the broadcast.”

— Jody Smith, Multiplatform Commissioning Editor, Comedy & Entertainment - Channel 4

Direct revenue generation

The app is free to play with TV, with additional paid question packs available for both iOS & Android.  

Technology

Custom iOS and Android apps running on Monterosa / Interaction Cloud™ provide rock-solid infrastructure handling hundreds of thousands of concurrent users. Fast aggregation of data ensure that the show producers always have audience data they need, ready to feed into TV graphics.

Key Integrations

  • Monterosa / Interaction Cloud™
  • Janrain (identity / registration)
  • Facebook & Twitter
  • Kissmetrics (tracking)
  • Millenial (ads)
  • Urban Airship (push notifications)
  • Amazon Billing
  • iOS Billing
  • Omniture