We partnered with Scanad, a new mobile technology platform, to be the backbone of this mobile hub. Image and sound codes were embedded in all program assets including TV, online, print and product packaging to activate the TGT mobile content.

The mobile application was promoted as an integrated element in all assets. Once downloaded, the app would automatically receive sound signals from the embedded TV program and activate the TGT contents on mobile whilst viewers were watching the show. Contents include facebook and youtube feeds, exclusive behind-the-scene content, contestant interviews, Rexona activation games and quizzes, point collection programs, and voting.

Proven success of driving higher real-time consumer engagement with the TGT program and Rexona branded content seen in the numbers…

• Over 825K+ unique scanad users

• 630K new fans and 150K new Youtube subscribers

• Over 38Mil VDO views, of which 19Mil views were branded content

• Nearly 57Mil clicks of content engagement, average user spending 1.76 hours

• Season 4 ratings posted 9.1, peaking at 13 in the finals (vs 8 rating in Season 3)

• 96% viewers would consider buying Rexona!