Image Credit : NBCUniversal International
Project Overview
The entertainment revolution is here. The new, all-reality subscription video on-demand (SVOD) service from NBCUniversal International (NBCUI) is a true innovation in SVOD and the first all-reality service of its kind: a fully integrated entertainment platform featuring celeb stories, social feeds and short form "snippets" available on mobile, tablet and desktop.
Project Commissioner
Project Creator
Team
NBCUniversal International
Lee Raftery – Chief Marketing Officer, NBCUniversal International
Marco Giusti – SVP Global Creative, NBCUniversal International
Bruce Mitchell – VP Digital, NBCUniversal International
Andy Clarkson - Digital Project Director, NBCUniversal International
Tom Gibb - Digital Product Director, NBCUniversal
Kevin Newman - UX Lead, NBCUniversal International
Rob Cope - Lead Designer, NBCUniversal International
Jamie Eastabrook - Front-End developer, NBCUniversal International
Hendrik McDermott - SVP, Branded On Demand, NBCUniversal International
Jay McNamara - EVP, Strategy Development and Analysis, NBCUniversal International
Stereo Creative
Executive Producer - Andy Duff
Creative Director - Matthew Simpson
Project Manager - Max Royle
Producer - Leah Ogilvie
Senior Designer - Pete White
Senior Designer - Mike Harrison
Senior Designer - Craig Shields
Head of Digital/UX - Jason Thomas
Head of Dev - Tom English
Copywriter - Sara Adamson
Strategy & Planning - Roxana Mutu
Motion Director - Matthew Fryer
Project Brief
The service was created for super-reality fans, providing over 3,000 episodes of the best reality shows at their fingertips. Over 500 episodes will be added to the service each year, the majority of which will debut on the service on the same day as they premiere in the US. Additionally, the huge range of boxsets allows reality fans to binge watch their favourite series right from the beginning.
Available on multiple devices (including Apple TV using Airplay), it’s about the content – and then so much more; it’s a fully integrated entertainment platform featuring celeb stories, social feeds and short-form “snippets” that eliminates the old “second-screen” approach to TV viewing. Above all, it’s the ultimate destination for anyone who is passionate about reality.
Project Need
To allow fans to access reality TV whenever and wherever, they required a service where they can get all their favourite reality programmes across multiple platforms (mobile, tablet, laptop).
With a booming “second screen” approach to entertainment, there was an increasing need for a service that would allow the reality TV audience to watch their favourite TV programmes while still being able to interact with the latest celeb gossip and share social buzz images and videos.
hayu was created to enhance and simplify reality TV, supplying fans with a social viewing experience.
User Experience
The UX challenge was to build a single platform on multiple devices, making the content visually rich, instantly accessible and easily shareable.
hayu offers users specially made short-form content snippets – selected from the original episodes – which can be shared directly via fans’ social media accounts. Additionally, newsfeeds from multiple sources covering the shows and talent featured on hayu are fully integrated into the service.
Furthermore, hayu includes full social media integration alongside the videos, allowing viewers instant access to the social media accounts of hundreds of reality’s hottest stars, as well as allowing fans to share their own comments. Users can also search and rate their favourite content with emojis.
The service was built as a one-stop platform for everything reality.
Project Marketing
A significant marketing campaign has been executed in all territories, spanning the full marketing mix. The marketing plan is characterised by managing users through full sales funnel, from driving awareness through to acquisition, with high impact ATL activity combined with an always-on digital strategy. Sophisticated CRM activity then takes over to communicate and engage with users in order to drive customer retention and minimise churn.
Social media as a marketing channel was central to the success of hayu and is the key place where the brand communicates, entertains and engages with the audience outside of the service.
To promote the new service across social, we took outrageous snippets from various hayu shows to the limits by adding motion graphics, sound effects and, of course, lots of emojis. This created a totally unique reflection of the brand’s bold and feisty attitude.
Project Privacy
Hayu uses Braintree Payments from Paypal to securely and seamlessly process users payments across web, iOS & Android platforms.
The Hayu platform which is served across all devices is secured using 256 bit encryption across TLS 1.2 ensuring that all communications remain private.
Gigya's "Registration as a Service" (RaaS) platform is used to securely manage all user data.
Digital - Entertainment & Leisure
Digital services have overtaken entertainment and leisure. They influence what and how we watch or listen to, where and how we eat, dine and play, how we book and how we interact before during and after entertainment events. We're looking for nominations that make entertainment even more entertaining.
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