William Hussey, Manager, Developing Platforms, Bell Media
Category
  • Next Generation Customer Experience
The Project

Bell Media’s MuchMusic introduced MuchCloser, a gamification program powered by Badgeville, to channel fan loyalty into higher audience participation across all platforms. The main objective was to increase awareness of new content and ultimately drive real-time, television viewership by creating a fun, engaging experience across our media properties. With MuchCloser, we could keep fans coming back and also reward them for performing desired activities.

The Technology

Badgeville

Metrics Matter

Since launching in May, more than 23,000 users have signed up to engage with MuchMusic.com. In just the first month of launching Badgeville’s Game Mechanics, we’ve tracked users performing over 325,000 behaviors with nearly 120,000 achievements unlocked. The results: Better retention and Overall loyalty. Here are some other stats we’ve seen: 

  • Average 59% increase in behaviors performed week-to-week
  • Average of 14 behaviors performed by each user per week
  • 21% increase in registered users
  • 1 in 3 users return on a daily basis
Disruptive Factor

The ability to tie metrics from our online channel to our broadcast channel was truly innovative, providing valuable audience measurement tools that were never before available to us. We now had the ability to track behaviors across multiple channels, gauging viewership in a new way against traditional rating metrics.

Shining Moment

The program was initially pitched internally as a solution to capture the migration of our audience away from broadcast, which is a common problem for other channels targeting the same 12-24 year old demographic. However with the program’s success at increasing engagement across MuchMusic’s many properties, it has garnered recognition within Bell Media at large. Now, with our executive suite paying attention, we are eagerly anticipating a roll out of the program with other channels in our media family.

 

ABOUT MuchMusic 

As the No. 1 Canadian brand for young adults, Much is an integral part of today's pop-culture landscape. Live performances and interviews with the best Canadian and international artists, and celebrity guests put fans in the centre of the action making Much's acclaimed street-level Toronto headquarters Canada's epicentre of celebrity. A multiplatform Canadian icon, MuchMusic.com is a favourite destination for youth delivering music videos, user-generated content and more. Much spotlights homegrown talent through original productions and nurtures the Canadian music video production industry through its annual, multi-million dollar contribution to MuchFACT. It is available in 8.6 million households across Canada via cable, satellite, and mobile. Much is a division of Bell Media, which is owned by BCE Inc. (TSX, NYSE: BCE), Canada's largest communications company.