Unilever first UK brand to trial real-time TV clip sharing
Unilever is the first brand in the UK to trial real-time TV content sharing app Grabyo as part of its Tresemmé brand sponsorship of Sky Living’s Britain & Ireland’s Next Top Model.
The Grabyo app allows viewers to share their favourite moments from real-time TV shows through phones, tablets or PC. Viewers can clip 20 seconds of real-time TV content and share it with hashtags and comments on Twitter and Facebook.
Brands are looking to find ways to drive interaction and engagement with TV content through social channels as consumers increasingly adopt dual screening behaviour using mobile devices alongside watching TV.
To drive uptake of the new service each time a viewer shares a clip they will be entered into a competition to win Tresemmé prizes using the #TRESchallenge hashtag.
Annabel Granger, brand manager for Tresemmé at Unilever, says: “As a brand we are constantly looking for new and exciting ways in which we can engage with our target audience. Grabyo allows us to do this by generating more conversation through clip sharing in a relevant environment.”
Will Neale, the founder of Grabyo, says the technology is a tool to help brands extend the reach of their TV sponsorship activity through online conversation.
The TRESemme haircare brand is worth £76m and is growing at 12.3 per cent year-on-year ahead of the market growth of 3.6%, according to IRI data.
Separately, Unilever is adding hashtags to Vo5 sponsorship idents around Hollyoaks from 26 June inviting viewers to tweet using the #Hollyoakshair hashtag to win prizes.