The experience combines the linear TV viewing of Cartoon Network’s global hit series The Amazing World of Gumball with interactive second screen activity.
Following a successful trial in the UK, Gumball VIP will roll out over the next six months in 10 different markets, including Italy, the Philippines and Singapore before the end of 2018, followed by Australia, New Zealand, Poland, Romania, Spain, France and the UK in the first quarter of 2019.
Patricia Hidalgo, Chief Content Officer, Turner EMEA & International Kids Strategy said: “Linear TV remains a key medium for kids, but what we need to do is ensure that it remains relevant in today’s world where there is a big shift in how our fans watch and engage with our content. Using this innovative technology allows us to do just that, by digitising the linear TV viewing experience and adding that all-important element of interactivity.”
The technology, licensed by Austrian start-up Tonio, was trialed in the UK during the school half term week in October. Fans are encouraged to download the free Gumball VIP app from the App Store or Google Play and will receive a push notification before linear transmission of the episodes. It then uses a robust audio watermarking technology (which connects to the episodes by listening for audio triggers) to pose fun quiz questions about what is happening on screen. Correct answers win stars and unlock codes, which can be redeemed on the Cartoon Network websites for prizes.
The 2017 trial demonstrated an appetite for dual-screen activity, with average TVR increasing from previous comparable periods by up to 44%.