The primary objective of The Block NZ fan zone (www.tv3.co.nz/theblocknz) was to further amplify the viewer experience around The Block NZ by offering additional content and engagement with the brand not available on air.
The Block NZ microsite featured diary cams, bloopers, full episodes, video extras, The Block team bios, photo galleries of the houses, room reveals, car cams, scoreboards, and the Bunnings Warehouse Tool Shed.
This additional content made dedicated online fans out of The Block NZ followers.
Working with our four foundation partners – Bunnings Warehouse, Mazda, Wild Bean and Kiwibank, MediaWorks investigated and executed specific content development opportunities uniquely targeted to leverage the significant public interest in The Block NZ.
MediaWorks produced engaging episode-specific content including web exclusive video embedded into unique client pages within the fan zone, enabling clients to leverage their association by showcasing feature products and services.
Additional engagement opportunities were developed with a client-specific focus – for example the Bunnings Warehouse Tool Shed gave users an interactive experience as they explored DIY Tips and featured Bunnings Warehouse products, which mirrored the experience of the contestants in the on-air programme.
User engagement: There were six key measurement metrics: stream views, full episode views, web exclusive clips, page impressions, unique browsers and increased on air TV event viewing to drive ratings. These metrics are standard industry items and to do well in them is to have achieved good results.
In-store purchases: support the major sponsor by driving in-store purchases at Bunnings Warehouse
Recall of other brands: promote the other partners by achieving high free-recall of other brands associated with The Block NZ.