TV is the main medium and gaining share; whereas internet investment is also gaining more importance especially when the content is linked with TV.

In 2011, TV sponsorship regulations changed, thus the door was opened to a new world: Product Placement. However, within integration execution, products should not be promoted by the program and there shouldn’t be any claims made about how good the product is. A product integration that fits naturally into the scene allows multiple promotional brand extensions and marketing opportunities. Placement that isn’t organic doesn’t favor the brand and actually can be a turn off to audiences.

On the other hand, since Social TV has been increasing over the past couple of years, it started to have an immersive impact on the audience. Cross screen experience, such as the use of hashtags via Twitter is becoming more common every day.

We created and distributed relevant and valuable content to attract, acquire and engage the target audience.

The advantage of using serial dramas, as opposed to single-episode dramas, is that they allow time for the audience to form bonds with the characters and their lifestyle.

From the beginning of MedCezir, we took places with our product integrations organically and extended the character's story with Samsung experiences, which aroused curiosity in the audience.

MedCezir was in top10TV programs and ranked as the 8th womable content globally. Characters were loved by the audience, so fan created/fake character accounts started social conversation and distributed our content, thus creating traffic to the content.

Samsung Product Placement executions reached close to 20.5 million people in eight months. We created two and a half times more cost efficiency than what was paid for the partnership.

Samsung ringtone exposure created a remarkable awareness among the audience. During the integrations, social media listenings included numerous positive comments about Samsung products. The audience linked the products with Medcezir content and were drawn to the Samsung stores asking for “the products in Medcezir”.

We’ve embedded successfully into the aspirational content ‘Medcezir’ and created immersive Social TV experiences with our Second Screen content strategy.

Valantine’s day promoted tweet generated 392K clicks with 41% engagement rate, which is the highest in Twitter Turkey’s history.

This activation added + 7,800 new followers to the account.

We created real-time engagement by using an interactive way of integrating user generated content into the BE platform. This ended up with remarkable results.

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