Research On BD-Live Social Initiatives: Part 2
In the first part of the blog, we discussed why most Blu-ray social media initiatives fail. We listed several problems that we found across all titles. In this blog, we shall discuss how to address the challenges associated with current BD-Live social initiatives in order to launch a successful Blu-ray social campaign.
“I don’t want realism. I want magic!” (A Streetcar Named Desire)
Create a New User Interface Design
Re-design the entire user interface from scratch. It is imperative that it takes little effort for the user to activate the social media features to share content. The user interface should not require the user to return to the home screen in order to look for the social features buried in the BD-Live or Social sections. Instead, the social features should be available upon single-click.
It is not the BD technology itself (Blu-ray Disc Java) that holds back a successful social BD-Live campaign. Other applications programmed in Java such as Android apps, have produced great intuitive user experiences with strong social tie-ins. Instead, it is the studios’s existing BD user interfaces that are weak and unintuitive.
Users simply won’t navigate back to a home screen to share content with friends while watching the movie. It is disruptive and unintuitive for the average user who is used to real-time news and updates.
Simplify Registration Process
Simplify the registration process. Users should only have to setup once the social media connection upon initial insert of the Blu-ray. If users have signed up before with the purchase of another BD, they don’t need to be asked again. Online and mobile users are used to clicking on simple buttons to share content or connect via Facebook Connect or another social media platform API of their choice.
Social Media Chicklets
Put all social media share buttons and the Facebook Like button directly onto the screen of every Blu-ray title. The buttons can disappear after a few seconds of inactivity. Data could includes the friends’ avatars that Like the BD and current status updates for Likes and Tweets to encourage sharing. Social media chicklets allow users to connect and share content quickly. These chicklets should look identical to the online versions and hence need no further explanation for most users. Once fully rolled out, support Facebook’s frictionless sharing.
Mobile Support
Develop a fully-customized mobile app (iPhone and Android) that works across titles and makes proper use of the existing social media APIs for various platforms. Be prepared to handle all future technical updates such as changes to the Facebook and Twitter APIs, et al.
Mobile support is critical for a highly successful social campaign. Without an alternative user input device (Keyboard), smartphones and tablets remain the optimal solutions. Unfortunately, there isn’t any reliable app currently available. All currently existing third-party mobile apps are inadequate, intuitive and lack full functionality.
BD-Live Content and Extended Features
All extended BD-Live content, including social networking should be handled by mobile devices (Smartphones and tablets). 86% of U.S. mobile internet users, and 92% of those ages 13-24, use mobile devices while watching TV (Yahoo Advertising). A custom-designed app allows users to use their mobile device for extended features such as Video Chat, Commentaries, Scene Sharing, and Director’s Chat.
Leveraging Social Media Networks
Encourage sharing. All Shared scenes are posted directly on users’ Facebook walls. All comments are posted onto Facebook or tweeted. Facebook or YouTube is used for Director Chats, Flickr for Photo Galleries.
There are great opportunities to leverage social media networks using existing technologies and its large user base.
Rewards, Gifts, Coupons
Make it rewarding for users. Users could win for example, exclusive virtual Facebook gifts or badges for watching, sharing, and Liking content. In addition users can unlock exclusive content directly on the BD.
It is possible to connect BD-Live to other existing social media reward technologies or platforms. However, most existing entertainment reward programs do not require the actual viewing of a program or title (No synching).
LBN Check-Ins
Allow users to check-in with Foursquare, GetGlue, or any other preferred location based network (LBN).
Conclusion
Blu-rays with their BD-Live connectivity offer great marketing opportunities. Content can easily be shared via the Blu-ray and help promote the medium itself. Until now, with the notable exception of True Blood – Season 2, no BD-Live social initiatives have registered really any success in the social realm. But since most problems are due to the architecture of the user interfaces and lack of understanding of the technology, there is still hope that we’ll see in the near future a new breed of Blu-rays that are able to connect to social media networks properly.
Film and TV Interactive Marketing Social Media