Bravo Media is revolutionizing the way fans interact with their favorite shows. Their new digital initiatives include: "Select a Scene," an evolution of the popular Play Live technology in which viewers interact with the live broadcast; additionally, the network will launch an innovative location-based Mobile Pass experience.
A first in the unscripted space, "Select a Scene" will allow fans to have the chance to influence on-air broadcasts by inviting them to "Select a Scene," and decide what content they crave most. Do you want to hear NeNe’s side on the pajama party gone wrong or Kenya’s? Fans get to decide what point of view they want to see more of by using experience, kicking off with the re-air of "The Real Housewives of Atlanta" Reunion Pt.1 on April 27. "Select a Scene" will be incorporated into future programming throughout 2014.
Play Live has generated unprecedented levels of digital engagement to-date, with over 11 minutes of digital time spent per user per 30-minute episode, and over 20 minutes per user per 60-minute episode. Additionally, participating sponsors have received as much as 4x higher brand favorability lift from Play Live versus their on-air in-program placement norm.*
Later this year, Bravo will unveil Mobile Pass, a location-based experience that will connect fans with must-have, on-the-go content such as breaking news, sneak previews and opportunities to interact with the network’s shows and Bravolebrities. An industry first, Mobile Pass delivers content that allows sponsors to connect directly with Bravo fans using geo-targeted alerts for coupons and special offers when they are close by. The exclusive content will include real-time message alerts about events happening on-air, fan and cast member Q&As, social media recaps from talent, and advance access to show content.
In the coming year, Bravo will continue to roll out "Social Commercials," a new product that focuses on fan recognition through on-air vignettes. The network recently launched #GiggysBFF, a social vignette which debuted in March during commercial breaks of "The Real Housewives of Beverly Hills." The spot served as a call to action for fans to submit their pet photos with a chance of having their fuzzy friend appear in an on-air spot alongside Bravo’s beloved Giggy. The #GiggysBFF campaign garnered more than 30,000 photo submissions.
As Lisa Hsia, Executive Vice President of Digital, Bravo and Oxygen Media, explained, "Bravo is always looking for ways to push the envelope in the digital space and create more engaging opportunities that excite our viewers and advertisers. With these new initiatives we are able to offer a 360 experience, allowing our passionate fan base to interact before, during and after our programming."