WE tv is a fast-growing, multi-platform programmer that “gives viewers compelling perspectives on women's lives” with series like “Bridezillas”. WE tv, a subsidiary of Rainbow Media, is distributed in nearly 72 million U.S. households.
Client Objective:
Determine viewer’s level of interest in in-program interactivity, impact on viewing and advertising, and internal resources necessary to a campaign. In short, invaluable real-world experience by doing.
Approach:
Strategic Advice: Provided WE tv leadership with industry Best Practices for in-program iTV campaigns. Matched the right interactive experience to the right programming.
Operational Guidance: Managed the development, execution and analysis of this multi-week, multi-program interactive campaign.
Industry Resources: Scoped the external technical and analytical resources required, identified key vendors and negotiated multi-party vendor contracts.
Results:
WE tv measured robust levels of viewer engagement in the interactive polls and gained first-hand knowledge of the internal and external resources necessary to design and execute an interactive television campaign. In addition, WE tv moved to the forefront of iTV strategy, becoming one of only a small number of premier networks to have executed an in-program iTV campaign.
Mock up of WE tv in-program interactive poll. Used with permission from WE tv.