Foxtel: Digital

Credits & Description:

Brand FOXTEL
MINDSHARE Sydney, Australia Entrant Company
MINDSHARE Sydney, Australia Idea Creation
MINDSHARE Sydney, Australia Production
MINDSHARE Sydney, Australia PR
MINDSHARE Sydney, Australia Media Placement
Jack Smyth Mindshare Australia Strategy and Innovation Manager
Kellie Brown Foxtel Digital Manager
Dave Flanagan OnMsg Head of Production
Synopsis
Wentworth is an Australian TV series set in a female prison.
Our brief was to make Wentworth the No. 1 drama every week on the Foxtel TV network.
This was more than a new season premiere. We were facing a fundamental shift in the way people watch TV. Weekly live audiences were in free-fall as on-demand growth soared.
The binge was beating primetime and if we wanted to make Wentworth No. 1 we needed to create an entirely new reason to watch live.
Strategy
Our media strategy was driven by two key considerations: where our fans formed their social viewing groups and what could theoretically be smuggled into prison.
Every episode would be won where the group decided what to watch: in messaging apps, feeds and forums far from traditional media.
The only way our rat could join those conversations was through leveraging the existing cast, earning the fans’ trust and then ensuring every episode was a unique live experience.
We partnered with key cast to create a backstory and seeded a rumour through key fan forums that a contraband phone was found inside Wentworth.
Once she was plausible, we designed a Facebook Messenger experience that allowed her to chat with every fan, every night. Matching prison routines she only made contact when she could steal a few seconds.
We closed the loop with a dedicated debrief after every episode streamed live on Facebook.
Outcome
Our new character changed the way fans watched TV. Wentworth took the No.1 spot every single week it was on air.
Our Messenger innovation set a new standard for the emerging platform with over 2.2M interactions. That’s real fans talking directly to the rat every week. For context, the average episode of the previous season attracted close to 100,000 viewers.
Through our character we compelled fans to watch live – and they did so every week in record numbers. We retained 79% of viewers between each episode, surpassing our previous season figures despite 50% less budget.
The average fan spent 1hr 9mins talking to the rat: the equivalent of an entire new episode engaging with our new character. 95% of those fans talked to the Rat throughout the entire season.
Our innovative campaign has created a new strategy for using emerging platforms to promote broadcast in the era of on-demand.
Execution
We launched with leaked footage of the prison governor refusing to comment on the Rat’s existence. Fan group activity increased 300% and as theories became increasingly deranged we launched the Messenger experience.
Every interaction was high-stakes, as the Rat frantically tried to respond to fan questions between cell searches. This was more than a chatbot. She was a new character with eyes and ears inside your favourite show: smuggling footage only an insider could take and trusting you with her life.
Before each episode cryptic messages would appear. During each episode she shared reactions to what was happening on the screen – creating an entirely new way to watch TV.
As guards began their nightly cell search she’d go dark and our companion programme ‘The Interrogation Room’ would start streaming live on Facebook. After every episode the show’s stars debated the Rat’s identity and added fuel to the fire.
Campaign Description
Turns out TV and prison have one thing in common: no one likes solitary.
For the suburban women 35-55 who make up Wentworth’s heartland, each episode is best enjoyed with a group.
A clear pattern emerged mapping social tagging with viewing data. If just one or two fans waited to binge it stifled the excitement of the entire group as they waited for them to catch up.
We couldn’t afford to lose a single fan. Watching Wentworth demanded company, and we found the perfect companion inside Wentworth prison.
Working with Foxtel we created an entirely new character within the plot.
Our character was an anonymous ‘prison rat’ who could smuggle out secrets, prison gossip and exclusive content. She would become a conduit, confidant and co-conspirator for every scene – and you’d only get the goss if you watched live.