Zappware has developed a new interactive TV application for the VT4 show De Jeugd Van Tegenwoordig (The Youth of Today) in the first example of branded entertainment on Belgian television. The Belgian iTV developer had previously developed concepts for the reality shows Peking Express and Temptation Island. De Jeugd Van Tegenwoordig took pupils back to experience the discipline of a secondary school in the 1950s.
The interactive elements were designed to encourage viewers to stay with the programme and watch all seven episodes in the series. Zappware used a mix of enhanced TV and digital Teletext. Stickiness, in all senses of the word was provided by Mentos points, with the objective of collecting as many points as possible and win a year’s supply of Mentos gum.
During each commercial break viewers were invited to take an exam, in topics such as maths and chemistry, the better the marks then the more points that were accrued.
20% of VT4’s digital viewers participated in the competition.