Turkey is amongst the top TV consuming countries with an average of 360 mins per day. Turkish TV series stands as the most consumed TV content for both Turkish population and our target group.The fact that 77% of Turkish population watches at least 1 TV series every week, highlights the major opportunity of using TV series. Second screen consumption which resembles a higher average than world average with 94% by the end of 2016, generates an increasing trend. This proves that a second screen experience to be realized within the sponsored TV series would enhance brand interaction. In this context, providing a simultaneous TV and second screen expeience with 360 degree technology to reach out our target group who are driven by technological innovations, would serve our goals for this campaign. Apart from being technologically innovative, 360 video would also provide an experience parallel to brands motto.

The final scene was shot at 360 degrees and made to available for Shazam. Special spots and countdown sub-bands were prepared to make the audience aware of Shazam option. At the final episode while the TV audience was not able to see the murderer of the main character the ones who used Shazam has discovered the murdered via 360 degrees shot and the audience get the opportunity to be involved in a published content for the very first time. The ones, who have missed the experience, were directed into Fiat’s social media accounts where they can find a spot prepared for them to catch up with this unique experience. The ones, who searched this online on searching engines, were directed to the link of 360 degrees video via Adwords advertisements. A similar experience was made available for the digital viewers of this final episode with pageskin and timecode utilized overlays.

In this project, which was held for the first time in Turkey, 57,578 people entered into the plot while watching TV. The world record in the usage of spontaneous second screen experience was broken. The 360 degree scene which was shared on social media accounts of FIAT and the TV series itself, has earned 2.3 million viewing and14 thousand interactions. Viewers shared their experience through their comments on social media which reveals the positive impact of this campaign. Most important of all Fiat has carried screen experience into a new level.