ViuTV TV Rewards
UX Design
Interaction Design
What is it?
Our five-year anniversary campaign aimed to boost TV viewership and brand engagement through gamified experiences. We introduced fun and innovative ways to give back to our loyal customers, celebrating our milestone together with fans through a stamp collection program, where participants redeemed exciting rewards along the way. Expressing gratitude for their support over the years and sharing the joy of the occasion together.
The Drive
As a television broadcasting company, our number one goal has always been to boost viewership, since it remains our primary source of revenue. That objective is always front and center in everything we do. Traditionally, television has been a one-way communication channel, unchanged for decades. So when planning campaigns, we asked ourselves a new question: how might we transform TV into a more interactive experience—one that not only entertains, but actively encourages audiences to engage in fun, meaningful ways?
Concept
Our team began by researching reference campaigns from other broadcasting companies and brainstorming ways to bridge the gap between the TV screen and our mobile app. We explored multiple directions, including Augmented Reality concepts, to test whether they could deliver meaningful interactivity.
After evaluating feasibility, we arrived at a simple yet powerful idea: coin collection through TV viewing. While watching, viewers could collect coins directly in our mobile app—turning passive viewing into an active, gamified experience. These coins could then be redeemed for rewards or entered into lotteries, creating both instant gratification and longer-term engagement.
This approach aligned perfectly with our dual goals: encouraging app downloads while simultaneously boosting TV viewership, turning a traditional broadcast into an interactive ecosystem.
Process
With the concept established, our next step was to define a **practical, engaging approach** and package it in a way that felt fun and appealing to audiences. We decided to gamify the entire experience, carefully designing the mechanics so that both the *reward redemption* and the *collection process* were enjoyable. Leveraging the latest technology available, we settled on an interaction that combined TV, mobile, and AR.
At set intervals during broadcasts, our mascot Soundbear would appear on screen. Viewers could then scan the image with our mobile app to earn a digital stamp. Upon successful collection, a celebratory 3D model of Soundbear appeared in the user’s camera view—allowing them to interact, take photos, and share videos with it.
As viewers accumulated stamps, they could redeem prizes, with higher stamp counts unlocking greater rewards. To heighten anticipation, more stamps also translated into better odds of winning the final lottery draw, motivating audiences to keep engaging with both the TV broadcast and the app.
Impact and Results
The campaign was a phenomenal success. Prizes sold out within seconds, and prime-time viewership surged by at least 1.5×. The activation sparked widespread discussion across online forums and social media, with fans enthusiastically sharing photos and videos featuring the 3D AR Soundbear.
Encouraged by the response, we ran the campaign multiple times afterward—each with refinements to improve accuracy, efficiency, instructions, and the overall user experience. The format proved highly adaptable, successfully rolling out during major events such as the World Cup, the Olympics, and seasonal campaigns.
Beyond driving short-term engagement, the initiative enriched the act of watching television, transforming it into an interactive experience. This not only boosted viewership but also deepened brand loyalty, establishing a new benchmark for how broadcasting can connect with its audience.
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