Thursday, June 26, 2008
Canadian Football Telecasts go Interactive with LiveHive and Nissan Partnership
Branded entertainment delivers real-time, social networking
June 26 , 2008 - WATERLOO, ONTARIO: LiveHive Systems™, is pleased to announce that it is partnering with Nissan to bring interactive television to CFL telecasts. Beginning with tonight’s game between Montreal and Hamilton at 7:00 p.m. on TSN, a total of 72 season games, as well as playoff games including the Grey Cup, will feature for viewers an interactive digital offering called Nissan Make the Call.
“This is the first time we have brought our interactive NanoGaming technology to a live sports telecast by partnering directly with a major brand,” says Dave Bullock, President of LiveHive Systems, which until now has partnered with broadcasters. “Advertisers and brands alike have seen the value of NanoGaming as an effective digital ad platform where they associate their brand with a compelling event such a live sports telecast or a reality TV series. As an advertiser, Nissan wants to be part of the vibrant fan dialogue that surrounds sports. NanoGaming allows the company to become part of that fan conversation. It offers a creative way for them to connect with viewers and get their brand in front of a target audience for an extended period of time.”
To play Nissan Make the Call, viewers watch the game on their TV screen while they are online on their computer. They go to cfl.nissan.ca and play along. They can make predictions about coming plays, answer trivia questions, take part in polls with other viewers, chat with other fans, and even create a competition with their very own group of friends. CFL games attract a viewing audience of about 300,000 and all of them are free to play Nissan Make the Call. There is no charge to play and there will also be prizes in the form of gift certificates, custom football jerseys, and a Grand Prize of four tickets to the Grey Cup with $4,000 in spending money.
“Nissan is excited to provide this new interactive offering to CFL fans across Canada,” adds Danny Burns of Nissan.
The integrated Facebook application, along with chat and group play, effectively moves the sponsor – Nissan – into a new area of marketing, namely, real-time, social networking. This allows broadcasters and sponsors to create communities of viewers centered around specific programs where people watch, play, chat and compete. It produces prolonged exposure to the brand, and builds positive association with those who are watching and playing. Also, the social networking feature extends the period of audience engagement beyond the length of the actual broadcast since players can compare their results with friends after the football game is over.
Says Bullock of LiveHive: “We have been rolling out our NanoGaming-powered solutions to a variety of live sports telecasts – baseball, hockey, basketball, NASCAR, figure skating, live martial arts. Advertisers are jumping at the opportunity to work with this new interactive medium because the consumer appetite is huge. It gives advertisers a great channel with which to connect to an engaged audience, and that’s why they’re lining up to take part.”
About LiveHive Systems Inc.
LiveHive Systems is the developer of NanoGaming, the number one choice in Interactive Entertainment Solutions for television broadcasters seeking to bring interactivity to their broadcasts. NanoGaming enhances the breadth and value of their advertising portfolio to sponsors. Only LiveHive provides a completely outsourced, turnkey solution that includes enterprise-class software, integration, game development, joint marketing campaigns, and event management. Over the past 12 months, hundreds of thousands of television viewers have played at least one of the many NanoGaming-powered games being deployed by such networks as Turner, ESPN, NBC and Global Television. With NanoGaming, viewers have interacted with reality TV, football, baseball, hockey, basketball, NASCAR, amateur sports, and more. LiveHive Systems is based in Waterloo, Ontario, which was recently named the world’s top intelligent community by the New York-based Intelligent Communities Forum. For more information, visit www.livehivesystems.com.