CBBC Website. DIGITAL PLATFORM WISHLIST Spring 2019

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1 CBBC Website DIGITAL PLATFORM WISHLIST Spring 2019

2 About this document This document outlines the wishlist for BBC Children s interactive platforms ahead of the Spring 2019 commissioning round. This document provides an outline. The approach for your brand will be unique across each of our platforms, and we aren t expecting every brand to pitch for every item on our wishlists. Before developing ideas to pitch please consult directly with your relevant Interactive Commissioning Contact who will support you in the best approach. (Contact details can be found on the commissioning website). The following pages provide an overview of what we are looking for. Full editorial briefs are available via the embedded links, and a full technical specification will be provided following commission.

3 Overview Content Item Genre Priority brands Programme+ Character-led moments Drama To be discussed with website team To be discussed with website team Series teasers Drama 1 per series On merit Episode teasers Drama 1 per episode On merit Countdown content Drama To be discussed with website team On merit Fact based quizzes All genres per series 5 8 per series Personality quizzes Drama 1 5 per series On merit Superfan quizzes Drama 1 per series On merit Branching narrative Drama 1 3 per series On merit Real world prizes Drama On merit On merit GIFs and memes Drama On merit On merit Please note: We aren t expecting brands to pitch for every item on our wishlists. Before developing ideas please consult directly with your relevant Interactive Commissioning Contact who will support you in the best approach. (Contact details can be found on the commissioning website).

4 All Genres Fact-based Quizzes The CBBC website is an interactive, participatory platform that gives the audience immediate gratification. Quizzes are an effective way to deliver this type of experience and deepen the engagement or introduce a new audience to your brand. Fact Ent brands in particular can appeal to the audience s need for social currency: kids want wow facts that can act as playground kudos, as well as mastery : that sense of achievement or progression usually around a topic or subject they are deeply passionate about. What we re looking for We are looking for questions and answers with high quality image assets (stills, GIFs) and information to build and publish a quiz for your brand. Our platform team will build and manage the quiz for you, but we are looking for content and assets to create these experiences. Content should be funny or compelling: think about interesting subjects, catchy titles and amazing facts that will grab a child s attention and that they would want to comment on and share. Priority Brands: fact based quizzes Programme+ : 5-8 fact based quizzes (Dependent of the scope of your show and the TX presence) CLICK FOR FORMAT BRIEF

5 Priority Brands Programme+ Drama Fan Clubs The website is the place for fans. Dramas are generally the titles our audience love to chat about, as they are heavily invested in the storylines, characters and situations. For those priority dramas with a fan base, the website is the platform where we want to extend and deepen the engagement for fans, to draw them into the world and let them be part of the story. We are looking for editorial content propositions that feed a Drama Fan Club. The definition of a Fan Club is that it: Provides regular weekly touch points for fans and a real reason to return each week. Allows fans to share their thoughts, opinions, theories and feelings with like-minded people who love what they love. Allows fans to engage directly with key characters, be part of the story and become immersed in the brand world. Provides content that is universal enough to have broad appeal but really means something for fans. It s something special, which generates excitement and a feeling that they have found something first. Encourages a significant emotional response or connection to the brand and the content. Offers creative opportunities to fans to express themselves and their fandom. This must be nurtured and acknowledged by the brand in a meaningful way. You will either be a Priority or Programme+ fan club: For fans of Priority brands we re looking for more than just TX related content. We want to sustain weekly content and/or an appointment to view for fans before, during and inbetween TX. We re looking for content that meets the majority of the formats listed in the following pages. All content must be interactive or participatory, providing immediate gratification for the audience. For fans of Programme+ shows we re predominantly looking for content to publish in the build up to and during TX. We re looking for content that meets some, but not all, of the formats listed in the following pages. Chat to us about what is relevant for your brand. All content must be interactive or participatory with immediate gratification for the audience.

6 Character-led moments Character led moments offer audiences the chance to get closer to the characters they love. What we re looking for We re looking for bespoke, scripted, interactive stories which will play out online. There are numerous ways win which these can work, check out the examples in the format brief for a sense of what we mean. These character-led moments must allow the audience to engage directly with key characters, be part of the story and be immersed in the world. It could be either a mock social media account or diary, a sub-plot, or even a spin-off story which allows fans to get closer to the character. Each online chapter must allow the audience to interact with the story and character directly. Ideally, at each chapter your character (and the writer who creates them) must be available to record responses to comments and mention usernames in vision, in character and in costume. If recorded responses are not possible, then written responses from the characters (penned by your writers) can also serve the audience well. Think about how and when each chapter of the story will play out i.e. one per week. As with any story, each chapter should have a climax or cliffhanger which will encourage fans to return. The story will need to maintain interest for the duration but can run weekly pre, during or post TX to maintain fan interest and build excitement and momentum for brand. Its important to consider that we want to encourage weekly retention with this content. Please discuss with the website team. CLICK FOR FORMAT BRIEF

7 Series and Episode Teasers Series and episode teasers build anticipation and excitement for the forthcoming series or next week s episode. What we re looking for Teasers could be delivered as a video clip or series of GIFs, and must: Be the most dramatic and emotional moment(s) from that series or episode. Be thought or opinion provoking. Encourage the audience to share their thoughts, opinions or reactions via a vote or comment. Ideally content would be bespoke to meet the criteria above: not just the sneak peek from the standard deliverables form. Priority brands: Please aim to deliver a video clip or series of GIFs per series and one sneak peak per episode. Programme+: On merit CLICK FOR FORMAT BRIEF Countdown content Countdowns build excitement and anticipation around a specific moment: it might be a countdown to the new series, the final episode, or a specific, significant event for fans. What we re looking for The CBBC web team will create and manage the countdown. To do this we need short clips, images, photos or GIFs. These could be produced bespoke or edited from the show. Timecodes of GIFs are also useful. We re happy to advise. Ideally we d like bespoke material which we can use to build excitement around new characters, storylines and wow moments. Depending on the event we are counting down to, countdowns could run from four weeks before TX to four months before TX (or special event/episode). Please discuss with the web team, CLICK FOR FORMAT BRIEF

8 Quizzes, Puzzles, Jigsaws & Branching Narrative stories Across the CBBC website we have interactive engines that enable us to create fun participatory experiences for our audience. These experiences include quizzes, puzzles, jigsaws, branching narrative and spot the difference challenges. Fans of your drama love to get involved with your brand, whether its finding out which of their favourite characters they re most like, expressing their fandom with a superfan quiz, or being involved in a story. The platform team will build these experiences on the site. To create these our teams need great assets and key information about your characters, storylines and/or brand. Think about what might appeal to your fans: What will let them get closer to the characters? What facts or insights could you reveal through a quiz? What knowledge might your superfans want to prove that they have? What we need from you We are looking for questions and answers, character profiles, scripts, interesting facts, insights or stories to build the experience around. We require image/gif assets that include key characters, moments, locations or props. Priority brands: Content and assets for a Superfan Quiz: 1 per series Personality Quiz: 1-5 per series Branching Narrative: 1-3 per series Programme+ brands: Content to be delivered on merit Please discuss with the web team CLICK TO FOR FORMAT BRIEF

9 Real-world Prizes We are always looking for ways to enable our fans to connect with the brand, characters and stories on a deeper level. The chance to win money-can t-buy prizes can be extremely powerful, generating excitement and encouraging audiences to express their fandom and engage frequently. What we are looking for Where possible we are looking to offer incredible real-world prizes that audiences couldn t easily access any other way. We re looking for something exclusive and special, to reward their fandom and engagement with our brands. Great prize ideas include: tour tickets, visits to the set, signed photos, memorabilia, items from set, costumes or the chance to meet characters in person. : Priority brands: On merit Programme+: On merit GIFS and memes GIFs and memes can be hugely useful in creating content for your fanclub. What we are looking for Moments from your production that show various emotions/reactions/wow moments, to be used to build excitement and embellish quizzes and episode recaps. Please share timecodes for emotional or key moments within the storyline or narrative and we ll do the rest. Priority brands: On merit Programme+: On merit

10 Partnerships Creative partnerships between your brand and the platform team are essential for our team to deliver the depth and breadth of experiences we want to offer your fans. A creative partnership ensures we can deliver a consistent and compelling offer around your brand that delights your fan base. To enable our teams to nurture a relationship with your fan base, we need to work closely with you and your production via access to your creative team and key talent (where relevant). What we re looking for: Access to key characters (and the talent playing them) Having access to characters, ideally in costume and in character (in addition to the aforementioned character-led moments) enables us to capture a bulk of content and an opportunity to respond to the latest trends. We appreciate this can be logistically challenging. Ideally we d access characters 2-3 times per year. We would capture a volume of content that could then either be released weekly or complimentary to the weekly offer. Access to your Showrunner Our platform management team need access to the person who has overall creative authority and management responsibilities for the television programme, to gain insight into everything the ultimate superfan would know or want to know. Access to your writing team Please account for access to your show s writers, we may need them to input into a character s response or branching narrative storyline.