Client: Don't Look Down Convergence Agency
Project: Big Brother
Our work with Don't Look Down is the latest example of how efficient the cloud-based technology STORY is for gathering, moderating and publishing large volumes of social messages from the enthusiastic audience to live TV.
never.no worked with DLD for the 13th digital execution of Big Brother for Africa Magic. The project saw the live inclusion of over 11 million messages from the audience in their most engaging series to date – all effortlessly managed by multiple moderators via our unique platform STORY.
The most recent series with Africa Magic, an M-Net channel on Multichoice’s DStv pay-TV platform, was localised as Big Brother Nigeria. The program was broadcast Africa-wide for 12 weeks on a dedicated 24 hour TV channel, with specific episodes appearing during prime-time on the Africa Magic channel itself.
During the course of the series, viewers directed more than 11 million public messages to the scrolling message service, permanently displayed on the 24 hour channel. Don’t Look Down’s digital editorial team once again relied on never.no’s social moderation platform to harvest, moderate and publish the live engagement on air - requiring 2000 hours of careful and consistent focus!
The messages were shared via SMS, Facebook, Twitter and Instagram – where users were directed to use the #BBNaija hashtag, its adoption driving global trending ranks on social media. As each approved message scrolled across the screen, the relevant user’s social media profile image and handle were displayed. This enabled an unparalleled view of an audience engaging in a lively and highly opinionated dialogue with each other about the series, which also went on to exceed all previous digital performance metrics.