GTST: Wie Is Tim & Spring Levend

Client

RTL
Endemol

Brand

Subway / Samsung / GTST (Goede Tijden, Slechte Tijden)

Platforms

Need

To engage with the mainstream audience, increasing engagement with the show, its characters and storyworld, and ultimately with the aim to increase the TV viewing audience.

Solution

The GTST solution created a story-driven app that ran for the 10 weeks over the summer break in The Netherlands. The app featured exclusive video, games, location-based challenges and hidden content. Each week, new content was released, and each week the audience grew as the storyline reached its climax.

Sponsored by Samsung and the South African Tourist Board, players won weekly prizes for their gameplay and an overall winner won a walk-on role, and trip to South Africa.

Outcome

Over the two season breaks, the audience for GTST rose from 1.5m to 2.25m, a market share of over 34%.  Across both years, over 7m games were played, and the app was downloaded over 600,000 times.

There was an average take-up rate of 20% of viewers, and the app reached #1 position in the local iTunes store and #8 worldwide. RTL presented this project at MIPCOM in 2012 and cited it as an example of "Consumer Engagement. The Future of Broadcasting".

The project has since won four major awards in its native Holland including: Spin Awards: Best Crossmedia, AMMA Award: Best Interactive Media Strategy, The Cross Media Award: Case of the Year and the Golden Esprix Award.

Arno Otto, Managing Director Digital Media of RTL said,"The first concept 'Who is Tim?" reached Number 1 in the ranking of free downloads in the App Store in the first week.  Wth 215,000 active players and many enthusiastic reactions of the fans  this was reason enough for us to to commission this year's bridge of the summer break. This has been the best viewed season since 2004."

awards_

SpinAwards 2013 Winner – Crossmedia
AMMA Awards 2013 Winner – Best Interactive Media Strategy
Esprix Awards 2013 Winner – Golden Esprix
MPJC Awards 2013 Winner – Cross Media Case of the Year