Most second-screen experiences start on TV and drive to digital and social. We wanted to do something different. So we turned the model on its head and created an experience that started in social and drove to TV, delivering more scale and a much bigger emotional pay-off.

In an industry-first, we created a real-time platform that let viewers see themselves in personalized films winning La Voz, the Spanish Language version of The Voice, with two winners broadcast live on air as instantaneous, crowd-sourced branded content.

The show’s hosts encouraged viewers to connect and opt-in throughout the live broadcast through Gain’s Facebook app, which then trawled their pages for images and content, instantaneously creating a personal journey-to-stardom film. The films featured viewers on the show’s sets, interacting with the judges and becoming famous because of their irresistible scent before they even sang a single note, thanks to Gain. Viewers could choose to share their personalized films to the live broadcast on TV and with friends.

Two films were selected and aired immediately as US East and West coast winners, making Gain’s participants appear as stars of The Voice in real time.

The program drove Gain’s Brand Affinity up 75% and Purchase Intent up 88% among their key Spanish speaking audience.

The real-time engagement element also drove viewership growth, both overall (up 20% among women 18-49) and within the live 2 hour broadcast (average up 52% in the second hour vs. the first).

And for the first time, from their living rooms, fans got to see themselves live on the big screen.