The undisputed success of the first 360° Live Video integration in Bulgaria on the stage of the final episode of The Voice of Bulgaria was reaffirmed with the effective advertising placement and the 360° VR Livestream in the finale of The Farm: Unification.

The last episode of The Farm gathered a record number of viewers online at fermata.btv.bg, where fans could watch it through a 360-degree camera. Nearly 80,000 unique users saw the final battles in an innovative way for this format. 67% of the fans watched the duels between the four finalists on their mobile devices. The average viewing time was 8:59 minutes.

Nova Brasilia, in corporation with media agency HAVAS, was the brand that trusted bTV Media Group for effective 360 ​​° VR Livestream advertising positioning in The Farm finale. For the realization of this project, the media again partnered with 5th Degree Studio, which provided the technological implementation.

During the live broadcast, the announcements of the hosts were forwarded to the website of the reality show, where viewers enjoyed the unique technological experience that "brought" them directly to the set of the show, live. After the live announcements online viewership reached new peaks. The short, alternative branded animations of Nova Brasilia, which appeared on the screens of Livestream viewers, were combined with interactive cut-in forms. One of the most interesting benefits of the 360° VR Stream is that viewers can enjoy not only a unique viewing angle, but also what's happening on the set during ads. It was in this most curious moment that viewers were directed to Goran's grandmother, sitting in the audience, who is a key character in Nova Brasilia's communication strategy through 3D advertising forms. After the viewers were directed to turn the camera toward her, screens showed a spinning cup with the words Nova Brasilia on it, along with various interactive texts in the form of cut-ins: "This is Goran's grandmother. And now is the perfect time to call yours", and "Goran took his grandmother to The Farm, you can take yours for a 100% coffee."

To promote the interactive finale, bTV Media Group also created a fun promotional video in which Goran shows his grandmother how she can watch the finale on a phone, a tablet, and even with VR glasses. The message - through 360° VR Live Stream, every viewer can enjoy the finale of The Farm in a new, easy, exciting and personalized way.

Once again, bTV Media Group demonstrated an innovative approach to the market by providing the audience with high-quality content in a unique and effective way through the integrated power of the media platforms of the band. Nova Brasilia's effective cross-media campaign to promote the 360 ​° VR Live Stream partnership at the finale of The Farm included a comprehensive banner communication with the key visual being the picture of Goran and his grandmother, across the entire bTV network, with the main focus on fermata.btv.bg; as well as targeted TV activities, including various sponsored promotional forms, live announcements by the hosts, and sponsored bumpers.

The finale of the fourth season of the most successful edition of The Farm also conquered the top positions in the television viewership charts. It gathered over 1.5 million viewers in front of the screen, who watched how Dido from D2 won three out of four battles and a huge audience support.

Over 54% of everyone in front of the screen watched how the two popular contestants faced off in two final showdowns – questions of Bulgarian history from the Almanac, and the game Boxes, in which the musician took a strong lead over Vanya Stambolova and then also won a higher audience vote. The finale of The Farm: Unification aroused huge interest among viewers of all ages - with a record 48.2% for the 18-49 category, and 53.4% ​​for youths between the ages of 18 and 34. The culmination of viewer interest during the finale was around 22:30, when the final showdown was watched by nearly 1,635,000 viewers.

The Farm: Unification gathered 21 contestants who learned Bulgarian history, old Bulgarian customs and crafts, they forged, built and revived the abandoned farm of Grandpa Petko. The variety of characters and personal stories, as well as the incredible efforts of the contestants, kept the attention of viewers from all target groups and locations throughout the season.

The episodes were also available within seven days of airing at btvplus.bg, where 770,783 unique video views were registered for the period from 07.09.2018 to 23.12.2018.

After another successful season of The Farm, bTV is getting ready for the shooting of the next one. Casting applications for season 5 have already begun. This gives brands the opportunity to bind their products with high-quality content for the next Fall season as well. The positioning of The Farm on all platforms and the high interest of viewers in the content set the stage for the realization of highly effective communication campaigns that reach a maximum size and high quality audience.

Source: GARB, Google Analytics

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