As a provider of diversification spots, notably aired during the advertising slots of TF1 in Belgium, Lifemedia TV is a well-known actor in the field of interactivity. To discover this specific expertise, we talked with Michaël Vancutsem, Founder of the company.
What is Lifemedia TV?
Founded in 2008, Lifemedia TV first specialized in organizing interactive games for audiovisual media (radio, press and television). The company then extended its activities to the making of multicamera recordings and video documentaries during events and press relations management, mostly in the area of tourism.
Since September 2017, Lifemedia TV collaborates with Transfer, TF1’s advertising network. The company provides diversification spots that are aired during the advertising slots of the TV channel in Belgium. Michaël, the founder of Lifemedia TV tells us a bit more about this partnership.
Airing interactive games
“Our collaboration with Transfer started with one main goal: making interactive games available to the Belgian viewers of TF1”, says the founder of Lifemedia TV. “Every month, we create up to three operations that will be broadcasted. Most of the time, these take the form of interactive games and contests, we offer great gifts such as holidays packages and citytrips.”
So, how is such an operation set up? “We start with associating an advertiser to a specific operation, usually around a seasonal theme”, Michaël explains. “Then, we build an entire operation around this and air it during the advertising slots of TF1 through our partner Transfer”.
These operations present other challenges than the commercial and creative aspects. To allow viewers to participate, a specific technical structure is required. “We started by using SMS to allow viewers to participate in the game” says Michaël Vancutsem. “Viewers are invited to send a predefined keyword to a short code by SMS. After receiving requests from participants, we decided to also integrate phone calls as a communication channel to participate. So, this is how Belgian viewers can participate in the interactive games we offer during the advertising slots on TF1!”
Why choose RingRing as a technical partner?
“Games are very regulated. Lifemedia is a Belgian company and we wanted a Belgian partner to provide the best possible service to our customer” Michaël explains. “This is how I encountered RingRing. Besides finding a company that is 100% Belgian, we found a partner that is flexible and takes charge of all the administrative work related to airing interactive games.”
“Introducing a new technical partner to our customers was not easy, the stakes are high for them” says Michaël. “But the entire RingRing team was very helpful, from the technical to the administrative department. They have proven to be flexible: we had different ways of working, but we both compromised to each other’s constraints to find a common ground to work on. They immediately brought solutions to our needs and the migration went flawless.”
Clear statistics and KPIs thanks to the RingRing tools
“The interface RingRing provides us is very clear. We have access to all the technical details we can ask for. And we receive statistics in an automated email in our inboxes every morning” says Michaël Vancutsem. “We can compare different periods of the year or the day. This allows us to determine the best timings to air our interactive games. We also have an almost instant overview over the incoming SMS.”
“We are working with RingRing since February 2018” says Michaël to close up. “And we have a more performant tool than the one we used to have. All this for a cost that is more than reasonable compared to what we would need to spend in daily management to achieve the same results.”
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