SKY TV and Spritz launch digital campaign ahead of True Blood premiere on SoHo via DDB NZ
Last month DDB announced it was working with SKY Television to share the text streaming technology Spritz with Kiwis.
The first example of this went live Tuesday (17 June 2014) in a digital campaign to promote the catch up weekend of True Blood Season 6 on SoHo, before the seventh and final season begins.
Spritz is a technology that lets you read up to 60% faster than the average (220 words per minute) achieved by taking away the time-consuming part of reading – the actual eye movements from word to word and sentence to sentence.
Says Frank Waldman, CEO and co-founder of Spritz: “Traditional reading involves publishing text in lines and moving your eyes sequentially from word to word. For each word, the eye seeks a certain point within the word, which we call the “Optimal Recognition Point” or ORP.”
SKY is bringing this technology to viewers for the first time, as a way to help people catch up on their favourite T.V. series in the space of a 30 second ad, before they get a complete catch up with SoHo’s Box-Set weekends ensuring they are ready for the latest season.
SKY Television
Marketing Director – Mike Watson
Product Brand Manager – Amber Cooke
DDB New Zealand
Executive Creative Director: Shane Bradnick
Digital Creative Director: Haydn Kerr
Creative Director: Chris Schofield
Art Director: Jian Xin Tay
Copywriter: Kiran Strickland
Senior Business Director – James Blair
Lead Digital Designer: Jason Vertongen
Executive Producer: Liz Knox
Producer: Sheetal Pradhan
Lead Technologist: Cameron Crosby
4 Comments
Nice work dicks
We can all see the young digital creative technologist looking to figure out a way to bring this to the fore for their ECD.
Sadly, whilst Spritz may present words quickly, and one can read them, actually comprehending what is being said still requires brain-time (this spritz doesn’t provide).
http://www.nbcnews.com/tech/tech-news/not-so-fast-speed-reading-app-fails-convince-experts-n46411
http://lifehacker.com/the-truth-about-speed-reading-1542508398
So this actually fails at exactly what it sets out to do – gettinh viewers to understand what took place in a previous episode.
But let’s not let facts, stats or actual results get in the way of a good ‘creative technology’ idea eh.
Actually if @Solution were to properly delve deeper into the subject you’ll find that most experts agree with the principles behind Spritz, the only concession is that it takes active reading, not passive. So the tech doesn’t fail to do anything it just requires the reader’s brain to engage to overcome barriers around comprehension. Further, the more one practice’s the technique the faster and easier this process becomes.
Let’s celebrate not embracing new technologies with a horn of fermented yak milk and a new set of sabre-tooth tiger boots then, while we sit around in our caves hating on new stuff.