We’ve wrote about Univision’s innovation in social TV many times. Now the “the leading media company serving Hispanic America,” is partnering with Applicaster, an Israel-based social TV company to use their CrossMates platform. Here are the details.
The full details of the announcement are here.
Univision debuted use of this technology in late 2013 with the premiere of the hit telenovela, Lo Que La Vida Me Robó, which engages viewers in new ways to become more involved in the storytelling experience. Through its bilingual digital video network, UVideos, Univision is able to offer its audiences an ongoing direct interaction with their favorite TV characters, getting them more directly engaged and involved in programming pre and post broadcast. Viewers receive personal messages throughout the season with photos, video clips, exclusive bits of plot information and commercial offers in context of the shows.
Here’s an explanation of the platform:
Second screen is pre meditated, it is not added as an after thought, or by 3rd party. We work closely with scriptwriters early on, before or during production, to include second screen elements in the plot.
The asymmetric storytelling gets viewers directly engaged and involved in programming pre and post broadcast. As each viewer gets a different story, based on the TV hero he follows, the show becomes a favorite topic for viewers to discuss and compare experiences.
This digital format can be integrated into scripted TV formats, and not only reality and sports, which are natural candidates for second screen and social TV engagement.
In addition, CrossMates has the sponsorship and advertiser capabilities, enabling truly cross-platform campaigns for brands.