Turning passive watchers into active users.
Channel 4
Channel 4 has to create something new, alternative and different to challenge the habitual behaviour of viewers. Our challenge was how do we turn passive viewers become in active users? Our solution came in two connected parts, by enabling audiences to connect secondary screens to a broadcast using audio watermarking. Audiences are encouraged to play with programmes and in doing so, create rewards. The first of its kind, Channel 4 rewards is not loyalty as work, but loyalty as the first to know, to see, and to share.
