BASCULE: BLOODY TUBE

Credits & Description:

Type of entry: Best Integrated Campaign Led by Mobile
Category: Integrated Mobile Campaign
Advertiser: BASCULE INC.
Product/Service: M.I.E.S.(MASSIVE INTERACTIVE ENTERTAINMENT SYSTEM)
Agency: BASCULE Tokyo, JAPAN
Client: BASCULE INC.
Product: M.I.E.S.(MASSIVE INTERACTIVE ENTERTAINMENT SYSTEM)
Entrant: BASCULE Tokyo, JAPAN
Type of Entry: Best Integrated Campaign Led by Mobile
Category: Integrated Mobile Campaign
Entrant Company : BASCULE Tokyo, JAPAN
Advertising Agency : BASCULE Tokyo, JAPAN
Production Company : BASCULE Tokyo, JAPAN
Exective Creative Director: Masayoshi Boku (Bascule Inc.)
Creative Director: Nobuo Hara (Bascule Inc)
Director: Chiho Araki (Bascule Inc.)
Art Director: Miyako Ueki (Bascule Inc.)
Agency Producer: Kenichiro Tanaka (Bascule Inc.)
Creative Execution:
We made a presentation to the TV broadcaster in Feb. 2013 and we purchased 1hr time frame of TV show. Many different industries including Sony agreed our new idea and supported us in different way, so we could implemented many new aspects on the show such as giving Points for shopping to viewer's smartphone in real-time during the show or interactive product replacement. On June 15, 2013, Bloody Tube was broadcast live in Japan.
We got attention from TV industry and all 6 major TV broadcasters in Japan offered us for another collaborating TV show with smartphone. So far, we've done more than 30 TV programs and shows are various; Real-time voting, Film social, Quiz show, Bookmaker, Love match, and Game.
The sponsors are also very happy because we send $10 Points for shopping managed by the sponsors to winners' smartphone during the show, then 70% of them registered for new membership within 30min after the show by smartphone. The viewers enjoyed the real-time interactive with TV x Smartphone.
Bloody Tube was the only first step, but this new interactive system has possibility to change TV & Smartphone entertainment of all over the world.
We came up with the idea for new form of entertainment by collaborating TV which sales 100 million units and Smartphone which sales 50 million units in Japan. We invented new interactive system called M.I.E.S. Massive Interactive Entertainment System which can synchronize a Live TV show with Smartphone of millions of users all over the Japan in real-time. To demonstrate it, we created live TV show that viewers can join the game on the show at home through their smartphone. Smartphone game is what you looking at only your phone screen but to collaborate with TV, you can enjoy with your family watching TV together. The viewers were excited for new resonant experience because the action on their smartphone reflected to TV screen in real-time and with smartphone, they communicated comparing scores with their friends apart in real-time. They also received animated voice massage depends on their profile and score.