Live on TV, we used key moments from the show to demonstrate what the app was capable of, creating 29 unique spots over 9 weeks. Many of them were made in real time - to be broadcast in the very next ad break - and each based on content the viewer had just watched. In social we kept the conversation going in social with a live response lab that commented on the best moments of the show in real time. Then we made it even easier for our audience to influence the show and create new moments to talk about. We partnered with Google's engineering team to bring live voting inside the app itself. In just 9 weeks we transformed the useage of the app and saw a 19.4% uplifit in brand favourability.