FremantleMedia, Applicaster create an immersive companion experience
| 08 October 2014
Looking to see how to drive tomorrow's formats, FremantleMedia and Applicaster have teamed up to develop and distribute a companion app for the new hit format, Master Athletes.
Applicaster-Fremantle-WelcomeScreen-MasterathletesThe format recently debuted to what the companies call 'stellar' ratings in Sweden and will be introduced to broadcasters for the first time at the upcoming MIPCOM in Cannes.
The programme is designed to bring together 24 ultra-fit members of the public who prepare themselves for a gruelling ten-week challenge. They live, eat, sleep and train together in the Master Athletes Village where relationships develop, alliances are formed and the intense battle begins. The format was developed by FremantleMedia North America's Henrik Neilsen and originally produced by FremantleMedia Sweden for broadcaster SVT.
With the new app, second-screeners will be able to compete with their friends and other fans through prediction and trivia games while the show is on air. Real-time content such as instant replays of key moments and commentary from the contestants will enhance the viewing experience, and in between episodes, fans can befriend their favourite contestant for exclusive insight into how they train and prepare for each challenge.
Fremantle and Applicaster are confident that potential sponsors can transform their involvement in the show from a TV only proposition into a truly multi-platform, interactive ad campaign including in-app branding and branded content, synchronised second-screen ads, and incentives such as competitions and giveaways. The two say that the app is fully adaptable to broadcasters' needs including bespoke branding, content and functionality, and offers significant cost and resource savings.
"The way audiences engage with programmes has changed and it makes sense to offer a second-screen product alongside the format," said Dug James, executive producer, global entertainment development, FremantleMedia. "Master Athletes is a fantastic new format and a natural fit for second-screen activity."
Added Peter Cassidy, VP Europe, Applicaster: "Master Athletes has all the hallmarks of a show that leaves fans wanting more – competitive game play, strong characters and huge drama. We are delighted to be working with FremantleMedia to deliver a companion app that will give fans of the show that additional engagement and interactivity on their smart device both while the show is on air and in between episodes. We think it is the perfect vehicle to drive additional engagement and tune-in and create an innovative way for sponsors to maximise their association with the show."