DAVID BOBROW
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    • UGC for the win
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    • TV Dinners
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    • Content Marketing for Consumer Reports
    • Protohack Hackathon
  • AUDIO SAMPLES
  • Let's Connect
  • A Blog of Crushes
 

 

TV Dinners: Interactive entertainment with a side of fries

PRN took over operations of a nationwide digital network in restaurants owned by Taco Bell, McDonalds, Wendys, and others.  It was a new animal considering that the company wrote the book on shopper marketing via media at retail.

​Engagement in fast-casual restaurants was untested ground.

With theBite, we had the opportunity to re-think and test a new approach television with mobile engagement at the core, with the promise that existing shopper marketing advertisers would want to invest.

10 people were assigned roles with this new startup-within-a-company venture.

I began as Executive Producer, and out of necessity and opportunity, I assumed responsibilities of Creative Director and Product Owner.

theBite Channel Program had numerous concurrent projects
  1. MVP: Product Launch and Optimization
  2. CX Strategy
  3. Media Production
  4. Listening to the data: Interactive Engagement
Picture
The Platform: A network of locations, from sea to shining sea 

MVP / Live Beta

With zero downtime, we went live with our MVP the moment the former owners ceased operations.  Many were surprised how seamless it went, which was a testament to the high level of expertise IZ-ON had in managing the enterprise, in this case, of 6000 screens and 4000 servers across 2000 locations. An Agile process ensued, focusing on back-end bug bashing and trimming helpdesk requests.

While systems and infrastructure were being optimized, the content team focused on creating a meaningful experience for the millions of diners watching our screens everyday.
Picture
Entertainment media served up while we dine.

UX Strategy

With a wealth of research at our fingertips, the first challenge was to define what  value TV could provide to a mobile-first audience.  Short-form content was a must, but what media really mattered, when we finally have the finest on-demand entertainment systems in human history at our fingertips?

What would turn passive viewers into active participants?
​Isn't TV dead? 


Serious questions, indeed.  We started with the assumption that we had a shot at being relevant and delightful if we treated their attention as gold, and in exchange we'd give them fun content which could be converted into social currency.

Because we were on-air on Day 1, we adopted an abbreviated CX process, where testing was done live, rather than in a sandbox.

Project Phases

DISCOVERY
  • Define Business Requirements, Platform + Competitive Landscape
  • Understand Users, Systems Limitations

DEFINITION + DEVELOPMENT
  • Structure and Scope
  • Personas, Flows, Scenarios 
  • Consumer Experience, Interactive Engagement / Show Flow

TESTING and DELIVERY
  • Structure: this went quickly, as we were already on-air
  • Content and Creative Products
  • Community Engagement


What we did, ways we pivoted, things we learned

Details and findings from the project are explored on the following pages
  • SMS Engagement rivaled Words with Friends ads
  • Store Managers wanted their own way to publish content
Picture
From a universe of diners, we targeted
​college-age guys and shaped experiences for them
Picture
The Brand: Bite-sized entertainment 
that keeps you current with
​things sports-and-pop-cultural

Creative Samples

Labor Day Interstitial
​Animator: Lauren Friedrich | Sound Design: Michael Becker
Mother's Day Interstitial
​Animator: Lauren Friedrich | Sound Design: Michael Becker
Sports Quiz: Basketball
​Animator: Jonathan Cooksey ​| Sound Design: Michael Becker
Content Block Bumper
​​Animator: Jonathan Cooksey ​| Sound Design: Michael Becker
david@davidbobrow.com
​​415.272.4688
© 2020 David Bobrow. All rights reserved.
  • Welcome
  • A ONE PAGER
  • Case Studies
    • UGC for the win
    • Experiential Media for Levi's
    • B2B Made Human
    • TV Dinners
    • Entertainment Partnerships
    • Content Marketing for Consumer Reports
    • Protohack Hackathon
  • AUDIO SAMPLES
  • Let's Connect
  • A Blog of Crushes