Creating a Connected Utopia to Span the Silver Screen & Beyond

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Case Study Overview

Talpa Media is a leading global television and digital media company based in the Netherlands, and is responsible for creating such internationally acclaimed formats as The Voice, What Do I Know and, most recently, Utopia.

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Social Login: reduces barrier to entry by allowing users to easily login across sites, apps and devices via a single social identity.

Identity Storage: provides a unified view of consumer identity across channels that can be seamlessly integrated into 3rd party platforms.

Comments, Chat & Reactions: build an interactive community of engagement.

Gamification: incentivizes valuable user actions to stimulate long-term participation and loyalty.

Key Gigya Implementations

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Challenge Bridging Consumer Engagement and Loyalty Across Channels and Devices

With the release of Utopia, a show that brings 15 participants together to create an ideal community while viewers can watch in real-time on the internet, Talpa sought to go beyond traditional viewership and connect viewers to play an active and influential role in the series. Talpa recognized the opportunity to build viewer interaction and loyalty by creating a fully immersive, social and connected experience that spans TV and Internet channels and devices.

Key Technical Challenges:

Collecting and aggregating user identity across channels and devices

Creating cohesive omni-channel user stories and experiences

Fostering deeper and more frequent viewer engagement

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Integrating with other systems within the Utopia Connect Platform

Solution Social Referral Program to Grow Customer Loyalty and New Member Base

Gigya’s Social Login allows Utopia viewers to conveniently login to watch live streams and video clips and engage with other viewers from any device via their existing social media accounts.

Social Login ties all omni-channel activity to a single user identity, powering more relevant and cohesive user experiences. Talpa is then able to easily port this data into its existing marketing platforms to create personalized Utopia campaigns across email and more.

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“TV is no longer a one-way medium, and products from Gigya have allowed us to change the way we approach television production with the ability to unify user identities and experiences across Utopia’s TV show, website and mobile apps.”

- Hylke Sprangers, CTO Digital at Talpa Media

Solution (Cont’d.) Talpa implemented a variety of Gigya plugins to turn passive viewers into an interactive social community.

Comments allow users to share opinions and feedback around Utopia events, clips and articles, helping maximize viewer buzz and excitement. Reactions give viewers a fast and easy way to actively participate in the Utopia community.

Viewers can also discuss Utopia events happening on the live stream with one another in real-time via Live Chat, effectively creating a highly immersive multi-screen experience.

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“By leveraging Gigya technology, we have transformed traditional TV viewership into an interactive, real-time experience that is putting Talpa at the helm of the TV and media industry.”

Hylke Sprangers, CTO Digital at Talpa Media

Solution (Cont’d.)

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To facilitate user input in the Utopia format and foster repeat viewer engagement, Talpa leverages Gigya’s Gamification solution. Participants can earn points for watching live streams, leaving comments, voting, participating in live chats, and more. Viewers with the most points, or “Elite Users,” are awarded with enhanced influence over Utopia events, can vote for new Utopia participants and are eligible to appear on the show. Talpa’s gamification approach transcends virtual and real world experiences, connecting viewers at all times and essentially inviting them to become a part of Utopia.

“We are extremely pleased with the level of viewer engagement we have been able to achieve with Gigya, and are seeing the impact across KPIs like user engagement, time spent and unique visits. Gigya solutions like Social Login and Gamification have enabled us to seamlessly connect and interact with Utopia fans across digital channels to create a large, authentic, interactive community of connected viewers.”

Michael Guntenaar, Director of Connected Productions at Talpa Connect

About Gigya Gigya helps clients build better customer relationships by turning unknown visitors into known, loyal and engaged customers. With Gigya’s technology, businesses increase registrations and identify customers across devices, consolidate data into rich customer profiles, and provide better products and experiences through integrations with leading marketing and service applications. More than 700 of the world’s leading brands rely on Gigya to build identity-driven relationships and to provide scalable, secure Customer Identity Management.   For more information on how to drive valuable user behaviors by creating interactive cross-channel user experiences, request a demo by calling 888.660.1469 or visiting: info.gigya.com/request-demo.