Social TV app ConnecTV has teamed up with brand consultancy and creative agency Troika to establish their brand strategy and execute an on-air marketing campaign. The app launched its beta version in February and officially launched June 12, concurrently with its promotional efforts.
ConnecTV, a platform that synchronizes social engagement, complementary content and program promotions with television programming from any source and in any market, set out to distinguish itself in the social TV landscape by showcasing its unique offerings and brand values through an on-air marketing campaign. The campaign was built to describe ConnecTV’s services and position the app as the singular place to share television in a simple, playful and smart environment.
The marketing campaign visually explains ConnecTV’s offerings through a graphic interpretation of a user experience in a joyful, upbeat tone. Spots were built for each ABC, CBS, CW, FOX, and NBC partner affiliate to tag their logo and add their talent’s voiceover, and conclude with a signature three-note audio mnemonic that also sounds each time a user’s device syncs with ConnecTV. A graphic toolkit was created for local affiliates to promote the service in-program, including a lower third, bug system, and backgrounds.
Whit Friese, Creative Director at Troika, said “ConnecTV is at the forefront of media technology, so it was our goal to explain their offering in a friendly way that would not scare away potential users by feeling overly tech-y. We set out to make ConnecTV an inviting brand that harnesses the joy of connectivity to deliver an elevated television experience.”
ConnecTV is available as a free download for the iPad from the Apple App Store, or for any PC browser at www.connectv.com. ConnecTV will be introducing versions for the iPhone and Android smartphone and tablets in the next 45 days.