“Ice Pilots NWT” meets social TV

Vancouver's FanTrust, Omni Film Productions and Canada's History Television have tried a new approach to draw in viewers and fans for this week's season two launch of docu-series Ice Pilots NWT.
January 13, 2011

Vancouver’s FanTrust, Omni Film Productions and Canada’s History Television have tried a new approach to draw in viewers and fans for this week’s season two launch of docu-series Ice Pilots NWT.

Vancouver-based entertainment strategy company FanTrust, has been working with Omni for several years and interactive house Switch United on the social TV initiative while taking advantage of the brand’s large and dedicated fan base.

“The goal is to take it a layer deeper and get folks to watch and play while the episode is airing,” FanTrust president Catherine Warren says.

“Social TV is designed to further engage audience. The more they engage in real time, the more success there is of brand building.”

History TV is placing on-air bugs during broadcasts, informing users that they can participate via online, smartphones or iPads. Opinion-based questions will appear throughout the duration of the episode and submitting a simple answer to a question such as, ‘Will characters X and Y get together?’ that may appear (think Pop-Up Video) when those characters are on screen.

After participating, users will be treated exclusive Ice Pilots shorts, with one bonus video made available per week.

“Commenting will happen in real time,” adds Warren. “It’s supposed to be a quick, fast, fun experience, and viewers will be able to see what other fans have said. It’s the ultimate water cooler discussion with the whole show’s audience.”

Working on Ice Pilots NWT has enabled FanTrust to understand the brand’s fan base, as they pegged down three types of fans: aviation aficionados who are interested in flight and the technology surrounding flight; fans of relationships (workplace dramas, family business) and those who love the north. This knowledge will enable the involved parties to better engage the audience going forward.

Warren notes there was also an exclusive beta during the holidays, where fans took part in more general trivia leading up to the season two premiere.

The social TV initiative for Ice Pilots NWT will take place for the entire second season, and received Bell Fund support.

From Playback Daily

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