According to several (Millward Brown, TGI & Google) researches over 40 percent of young adults in Turkey use smartphones & computers while watching TV. They are also more receptive (%40 Millward Brown) for synchronized multiscreen ad formats.

To create the best effect we’ve chosen the most popular youth TV series (%25 Share 18-24 - TNS) “Cherry Season” on Fox Turkey and Twitter (%36 reach Comscore) on digital media side.

Our main aim was to use those two mediums synchronized with a surprise effect. The best way to do this was a synchronized scenario integration.

To create a live TV ad, we prepared a software that can filter twitter conversation related with the integration, enabling us to moderate all social media feed. Software then produces a final output that can be used by TV channels.

To maximize the effect; we prepared a fictional argument between the leading couple. Then main character Ayaz asked his fans on twitter live for help to break the ice with his wife via his own fictional twitter account.

On integration day at 21:00 , Ayaz’s twitter account asked for help with same time on TV. Our social media team started monitoring conversation with our new software.

On 21:30, live TV spot started showing live twitter feed. Also Ayaz started responding to fan advices and created a live TV conversation.

By using TV and Twitter at the same time, boosted with surprise factor, our hashtag becomes tt in just 60 seconds.

During the integration, there were over 40 thousand shares with our hashtag #olurmuolur. We received 250 tweets per minute.

At the end of the campaign, we achieved 3 million impressions and 100 thousand interactions, “all organic”. By this way; we have become the first brand to create a live TV spot with live earned social media content.