CHALLENGE: NOVA, PBS’ science documentary anthology series, has become irrelevant to anyone who isn’t a dedicated viewer; i.e. the majority of Americans. The very mention of “science” invokes automatic yawns, as most Americans view the topic as a necessary part of life, but find it boring, difficult, or confusing. Complicating the issue further, most Americans receive their science programming in the form of dumbed down, “lowest common denominator” shows from NOVA competitors, National Geographic Channel and Discovery Channel. OPPORTUNITY: NOVA can be an advocate for the relevancy of science in today’s world, instead of just an educational TV show. TARGET: Currently, NOVA viewers skew 50+, while the online web traffic remains more even in age, with the core between 35 and 49 years old. We want to reach out to these 35 to 49-year-olds to drive web traffic, and ultimately, program viewership. INSIGHT: This segment of Gen Xers has settled into a routine, giving them comfort in stability. The problems is that they have begun to settle for a mundane, monotonous lifestyle in which they cruise through the day on autopilot and overwhelmingly, they spend their leisure time playing games online and watching mindless, easily digestible television such as Jersey Shore or American Idol. They are at risk for becoming mindless. SOLUTION: Turn NOVA into an authority on science in an engaging way using the realm where people already spend their time: THE INTERNET.
NOVA ENDS MINDLESSNESS BY ACTIVATING YOUR BRAIN
how?
What is NOVA zap?
NOVA zap is a low impact game that rewards curiosity w i t h N OVA a n d r e l a t e d science content. To s t a r t p l a y i n g , u s e r s download a plug-in for their b row s e r f ro m t h e N OVA section of the PBS website, install, and the game is on.
The object of the game is to trigger curiosity to zap mindlessness. Players monitor their brain activity and score brain energy points based on their online and offline behaviors. Earning points lets them level up through five tiers of brain power and become masters in the 13 NOVA topics.
If players spend time on sites lacking in relevant content, NOVA zap will warn them that their brain activity is dropping.
Banner ads will appear on popular mind-numbing websites such as icanhascheezburger.com:
Users can also display their rank as a badge on their website and share it in their social network.
A leaderboard on the NOVA website will allow users to see how they stack up against others around the country.
Point markers on Hulu function as part of the game as well as advertising.
M i c ro game s t h a t l i ve o n Facebook also further NOVA zap’s reach.
The brain activity monitor screen saver serves as a way to chart player progress as well as an ever-pulsing reminder to keep seeking out science, and consuming intelligent information.
NOVA zap can live beyond the screen with real world partnerships, providing further point opportunities for players and exposure for the brand.
Jessica Collins, CS David Cromer, CBM Drew Dayberry, CT Natalie Hammel, CW Talia Ledner, CW Blake Manosh, CBM Vijay Patil, AD Lana Shahmoradian, AD Layne Wilson, CS