TV goes app
Now, here’s a lovely thing that I’ve been meaning to blog about for a while. The brilliant Barclaycard ‘Waterslide’ TV ad propelled its iPhone app spin-off to become the most popular free, branded game in the history of the iTunes App Store. This is a fine example of TV and interactive media cuddling up and making babies.
BBH’s Barclaycard’s ‘Waterslide Extreme’ iPhone app has clocked up 4 million downloads from the iTunes App Store since its launch in mid-July. It became the top free app in 57 countries.
The Barclaycard TV ad was an instant hit and sparked lots of Twitterface activity. I loved it too; given that their previous campaign had featured a heartthrob from an all-time favourite TV series, that’s quite an achievement. Dare (the creative agency behind the app) also created a YouTube channel where people made their own versions of the ad for other to vote on (the excellent tea&cheese’s take on the ad got the most votes).
Apart from actually buying the product, in the ‘olden days’ (like 1998) we could only really show our love for TV ads or programmes by talking about them, imitating them, reading articles about them or buying some related merchandise, like a board game or a mug. We can and do still do all this both on- and offline but, as the existence of the Barclaycard app highlights, we can now do so much more with our TV creative.
We can be inspired to make our own versions, chat in real time about them with people on the other side of the planet, watch extra content, send them to friends, play games based on them or simply watch again. We can even have conversations with the fictional characters that TV ads give birth to, such as the half million Facebook friends and 24,000 Twitter followers of the pre-eminent meerkat of our time.
Of course not every app is as successful as Barclaycard’s but it does demonstrate how potent the TV + online combo can be. T-Mobile’s Life’s for Sharing campaign gets it right too. Nothing gets the party started like telly and interactive media extends the fun.