The communication goal was to create a multi-platform media event that could create an intimate connection between consumers and Johnson & Johnson brands through interactivity. This interactivity would provide a deeper connection between the programming content and the advertising sponsorship.

Over 54,000 consumers participated across interactive channels. Consumers that participated in the interactive elements were likely to stay longer with the program, paid 40% more attention, and were 72% less likely to skip the ads. This program was recognized with an Emmy Nomination for Outstanding Achievement in Advanced Media Technology.

“The View: His and Her Body Test” explored viewers’ knowledge of health issues facing the opposite sex through an entertaining quiz format. The show format heavily encouraged live viewer participation through a variety of channels: the PC via a synchronized 2-screen application, Enhanced TV via digital set-top boxes, and wireless text messaging on mobile phones. Participants could see the results of their interaction in real-time as the nationwide results were tabulated and delivered on-air.

We took the concept of a talk show and empowered the viewers to "talk" back through a variety of channels. Working closely with the show producers, we created an environment that allowed consumers to select the interaction device they felt most comfortable with. Television provided the greatest reach and instructed active consumers to play-along at their discretion and on the platform of their choosing. It was the epitome of consumer empowerment in the digital age.

Over the past few years we have seen significant shifts towards simultaneous multimedia consumption and increased consumer control. This new reality is a major challenge for marketers since it increases viewing options and provides opportunities for consumers to avoid commercial messaging. Our strategy capitalized on these consumer trends. After identifying the optimal nationally broadcast TV show, we negotiated with the major television network ABC to move it from daytime to primetime. We then orchestrated the first interactive telecast to utilize three interactive platforms. The viewer was engaged with the live show across multiple touchpoints and had full control over their communication experience.