Social Media tech specialists, Blurrt, will be providing the data for an interactive marketing campaign for the much-anticipated launch of the BBC’s new content platform, BBC Store, it has been announced.
Launched on Thursday 19 November, BBC Store will add a new dimension to the existing iPlayer offering by enabling viewers to purchase TV shows digitally for the first time.
To launch the new platform, the BBC has today taken over a number of giant screens across London and will be challenging audiences across the capital to vote for their favourite iconic Beeb character by pitting them against one another on Twitter.
Over the course of a number of weeks, Twitter users will be encouraged to vote using hashtags such as #VoteDarcy and #VotePoldark. Votes will be analysed in real-time by Blurrt’s technology and fed directly into the screens so that audiences can see the results fluctuate instantaneously.
The campaign will be running over a number of weeks in a bid to uncover the public’s number one in time for Christmas.
Based in London and South Wales, Blurrt specialises in finding and analysing social media content and reactions – and was responsible for broadcasting the first ever live Twitter reaction to a political debate in the UK.
Having already worked with clients like Warner Brothers, GoCompare, ITV, and LBC, the project comes at a pivotal time for the company as it has just launched a £500k crowdfunding campaign with Seedrs; announced former FreemantleMedia executive, Simon Spalding, as Executive Chair and been shortlisted in the inaugural TechCities Awards.
Jason Smith, CEO, said: “Being part of campaigns that uncover frank audience opinion and throw up interesting, and sometimes surprising results, are at the core of everything we do – and so it’s been exciting to work on such an innovative project for the BBC. This is an excellent example of how Twitter can be used to get people engaged with marketing campaigns.
As audiences diversify and continue to get smarter, we’re seeing more and more brands seeking these types of cutting-edge campaigns that put the power in the hands of the public – making them feel like they’re part of something really big as a result. We’re looking forward to seeing the results and who comes out on top.”