In order to broaden its scope to include the younger audience, HRT has decided to make a step forward in the programme and selection of content. Due to the need for a different, modern and unique television format that will engage even the younger audience on multiple channels, HRT has purchased the licence of one of the world's most famous music shows - "The Voice".
"The Voice" stood out due to a unique format which provides a large amount of content and requires a large audience engagement (either online, or in front of small screens). A specific concept that has already been proven in many markets is the very thing which makes this show special. "The Voice" put special emphasis on the use of social networks and digital channels. Digital channels are not only used as a marketing tool but as an integral part of the show where all digital activations are naturally integrated.
We have noticed that the target group is not separated into online and broadcast groups, but they rather consume it in parallel. Young people require more content on multiple channels and they rely on technology, hence the task of creating an interesting content for all digital channels, available 24/7, was imposed as well as the task to encourage users to interact in a complete digital strategy where activities naturally intertwined with the show.
The strategy was to give voice to "The Voice" show on social networks, and in a unique and entertaining way to boost interaction between two screens - the TV and the smartphone. In addition to big screens, we also wanted to see viewers on small screens - smartphones, laptops, and tablets - and to turn watching the show into social experience with two equal channels.
In order to encourage viewers to watch the show on television and to communicate and comment on social networks in real-time, the communication plan on digital channels was based on creating personalised content for each social network. This means that content on digital channels was not adjusted, but was rather made specifically for each channel (Facebook, Twitter, Instagram, YouTube, and "The Voice" webpage).
We have created a website where viewers could keep track of all the information about mentors and contestants. We provided live streams during each show, with a combination of live content and materials recorded before the broadcast, as well as pre-show and post-show on the web prior to and after the main show (aired on the broadcast).
We have communicated prior to, during and after the show - 24 hours a day, on social networks. A special content was created for each channel (Facebook, Twitter, Instagram, and YouTube). We have personally communicated with customers and proactively encouraged them to interact. Viewers were able to keep track of the show on television/web and social networks at the same time.
The fans were informed in real-time at all times of the day and night. Their messages, tweets and comments were aired in the broadcast.
The key result is reaching the goal; viewers watch the show and simultaneously engage in social networks in real-time. During each show we gained at least 1,000 fans on Facebook, and their total number on that social network after the show ended exceeded 150,000. On Twitter, 5,408 followers communicated to us, and during the first live show, hashtag #thevoicehrt was at the second place in the global trending list. During the live broadcast, the number of tweets with the hashtag #TheVoiceHRT ranged between 8,000 and 15,000. Instagram has become a favourite channel for more than 19,000 followers, and during the show we have received an average of 1,200 followers on a daily basis. We have more than 26,000 subscribers on YouTube, and when we sum up all the videos together, we get a number of nearly 30 million views. "The Voice" website recorded a total of 256,560 unique visits, and live stream shows on the website were viewed by more than 2,500 users every Saturday. For the first time in the region two screens - television and mobile display were connected.