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Lionsgate Knives Out | Interactive CTV

Innovid | Ideation, design and execution | December 2019


Lionsgate wanted a branded Interactive Connected T.V. experience to promote the movie Knives Out. The KPI's for this campaign were: time earned and brand exposure. To meet these goals, I created a heavily branded, multi-page character exploration experience. As you will see below, the presence of a home page strengthens the users time spent within the ad, and provides more space for branded material. And including the full movie cast also increased the user's time spent. Therefore meeting both of the clients KPI's. 

The User Experience

From the user's connected TV device of choice, a commercial begins to play. Then, a designed "overlay" appears on top of the commercial at the top of the screen. This overlay function prompts the user to continue the ad experience for Lionsgate's Knives Out.

Once selected, the user is taken to a branded home screen where they are prompted to use their remote to explore the movie characters. From the Character screen, the user can browse left or right with their remote to highlight a character.

Pressing select on a character opens their character about page. User can press select again to close the character bio, or press "play/pause" to continue to their show.

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