Dangerous Objects Online

Objectives3 Main Objectives:• Engage the audience with RELEVANT content– Audiences want more of what they love - the

characters and storylines from the series• Create digital revenue opportunities and value for brand

sponsors• Drive viewers from TV to digital and digital to TV

Idea #1Dangerous Objects: The Digital Series

• A digital series is a natural extension for Season 1 of a TV series - low barrier to engagement for the viewer

• Good fit with with the consumption habits of a female skewing audience

• Working closely with series showrunner(s), we are able to expand on intriguing storylines that the audience wouldn’t get to see in the broadcast series

• Broadcaster gets additional content for all platforms and all devices

• Accomplishes Objective 1

Idea #1:Dangerous Objects - The Digital Series

Format and Launch:• 6 Episodes• Approximately 3-5 minutes each• Launch midway through Season 1 • Gives broadcaster an additional promotional push once

the series locks in its core audience • A Do and a Don’t

– Do… Explore aspects of the characters that enrich viewer understanding and appreciation

– Don’t… Advance storylines that would alienate the TV audience that doesn’t watch the digital content

Don’t Stop With Idea #1 - Engage!Offer viewers additional engagement with the digital series• Start giving viewers the OPTION of interactivity• By allowing viewers to opt in with a single click, we won’t

alienate viewers who just want straight play but the option of interactivity offers viewers something fun to try

• The benefits of such a trial could be enormous. Even if only a fraction of the audience engages in this way, we’ll generate meaningful metrics about our audience.

• How do we want our viewers to interact?

Idea #2: The Digital OverlayFor viewers interested in the content…Content overlays• Give viewers additional information when and where they want

it• One click pop up video facts about the cast, creators and

general information about the series production• Appears over top of the episode as it plays - non-interruptive

Great! We’re continuing to engage viewers with relevant content. But where the digital overlay gets really powerful is…

Idea #2: The Digital OverlayProduct Info Overlays:• First, a bit of a set-up…• With a beautiful leading lady leading a modern urban

lifestyle, Dangerous Objects will exude a cool and alluring style

• Naturally, a portion of our viewers will at some point watching the series think to themselves “I love her purse/her dress/her cell phone/her coffee table…… I WANT ONE!”

• Interactive platforms, and specifically digital overlays, give broadcasters this incredible opportunity

Idea #2: The Digital OverlaySo how do Product Info Overlays work?• Weave brands in the digital series in a completely natural way – the

clothes they wear, the phones they use, the cars they drive• Approach brands representing those verticals trying to reach our

target demographic (apparel, automotive, cell phone, cosmetics, etc) and incorporate those product lines into the world of the digital series

• What Viewers Can Do– Find out more– Buy it – click-throughs to retailer sites– Send to a friend – could trigger incentives such as discounts or free

trials/samples• Accomplishes Objective #2

And now for something really bold…

Idea #3: Commercial PodsHow do we connect the dots for our viewers and drive them

between the TV and digital platforms?• Create 30-60 second commercial pods featuring the stars of

our show in a scripted storyline that both teases the digital series and features a hero brand

• Every commercial pod ends with a push to the digital series• Relatively inexpensive to produce – done in conjunction with

the production of the digital series• DVR/PVR Killer! Placed at the end of a commercial block,

viewers will stop skipping through commercials once they see series stars appear on-screen

Idea #3: Commercial PodsAn old example of this new idea:

Idea #3: Commercial Pods• The Nescafe Gold Blend serialized commercials storyline

was remarkably successful because a) they didn’t look or feel like commercials and b) they left the viewers wanting to know what would happen next

• We believe there’s a great opportunity to do something far more compelling given that we have the starting off point of a TV series with characters the audience will already know and love

• We want to take this idea of serialized commercial related to a TV series to the next level

The Fan Page & Console Game• Additional content for the broadcaster website

– Behind the scenes with key cast and showrunners– Content silo dedicated to the Dangerous Objects Console

Game (a project already in discussions with Shaw but being coordinated separately from this proposal)• Downloadable demo of the game• Message boards for gaming fans to connect to each

other• Info on the game and the characters• Hints, Tips and Tricks section

The Brand Fit• With all three of the ideas presented here, we have created

an opportunity to work with Shaw Media’s sales team to integrate brands in content across all platforms– Brand integration in the web series – Drive click-throughs and product recommendations

through the use of overlays– Brand integration in the commercial pods

• We’d welcome the opportunity to discuss these ideas further with the Shaw sales team to identify target verticals and brands that would be the right fit for this series and content

A Final Note• While we think that all of the ideas presented in

this proposal work best if done together, as they all help achieve the goals outlined, this is a scalable approach

• Whether we create just a digital series or we go for the whole package can be determined in further discussions with the Shaw development and sales teams