MediaWorks and Kiwibank are taking viewer engagement to new levels when The Block NZ returns to TV3 on Tuesday night, with their innovative new game Block Out Live.
In a New Zealand first, Kiwibank and digital agency TELL have teamed up with TV3 to create a second screen experience for viewers. Block Out Live is an all-ages bingo-like game that plays on the drama and fun of The Block NZ. After registering at TV3.co.nz/theblocknz to play the game on their computer, phone or tablet, players are served up a game board of nine ‘blocks’ each labelled with an object or action that could take place in that night’s episode.
The game’s real-time functionality means players interact with the television show as it happens. As the drama unfolds, they can unlock the blocks on their game board by spotting the matching object or action in show. The first player to clear the game board each episode (by unlocking all nine squares) wins a $100 gift card. There are plenty of spot prizes, and the grand prize of an all new Honda Jazz.
Kiwibank has been a programme partner of The Block NZ since the top-rating series began in 2012. For season three, Kiwibank wanted to deepen the level of brand engagement with fans of the show, and worked with their creative agency Assignment Group and MediaWorks to create Block Out Live.
Kiwibank’s General Manager of Marketing, Nicky Ashton says “We’re thrilled to be launching Block Out Live and add another layer of excitement to The Block NZ. Kiwibank pride ourselves on being innovators and this is just another example of how we’re doing that. We think this game is a world first so it’s great that MediaWorks has shared our excitement and has allowed us access to in-show content which is key in bringing this game to life.”
The Block NZ viewers are particularly engaged and prefer to watch the programme LIVE, and the format offers many touch points and opportunities for fan involvement, with fans taking to Twitter and Facebook in droves to discuss the show as it unfolds on TV3. Block Out Live offers yet another opportunity for fans to share their viewing experience with fellow Block-a-holics.
MediaWorks TV Head of Integration, Alana O’Neill says: “We are very fortunate in having a group of programme partners who bring enormous creativity to their involvement in The Block NZ. Kiwibank are partners in the true sense of the word, and each season they’ve taken their involvement somewhere new and exciting for the audience.
“Now they have another way to engage with the show. Block Out Live is exactly the sort of thing our passionate Block-a-holics enjoy, and sits perfectly alongside products like RenoMate and Kiwibank Home Hunter that integrate so naturally into the programme. This is just one of many exciting activations our partners will be rolling out through the season.”
The Block NZ is produced by Eyeworks Television for TV3. The broadcast sponsor is Bunnings Warehouse, joined by programme partners Kiwibank, Honda and Wild Bean Cafe.