We ran TV ads that promoted app downloads prior to launch. The app activated in sync with a launch event that aired on every major network. Users followed along on their apps and submitted video responses about their favourite TV shows. Minutes later, we began airing user-generated videos across the country, which encouraged further downloads.

The Tuned In app worked in conjunction with the Tuned In website, which hosted our database of user-submitted videos that consumers could browse and share. Consumers could also see the submissions that made it to TV, hosted on both the website and YouTube.

In the first hour after launch, our upload rate exceeded that of YouTube. We had more user submitted videos in the first 5 minutes after launch than we could ever possibly use.

We achieved 85% campaign awareness, and 76% agreement with the statement 'TV tells the stories that connect us', further proving the validity of our insight.

We exceeded industry norms for branded app downloads by 3200%, demonstrating that TV can drive immediate digital behaviour.

While most branded apps are rarely used, Tuned In had a 35% usage rate, demonstrating that TV leads conversation people want to be a part of.

The Tuned In app brought advocacy back to first screen, demonstrating the important role it plays in viewers’ lives. Is TV dead? Not at all. It’s leading the conversation by telling the stories that connect us.