ABS-CBN Corporation - MOONCHASERS.PH
Name of Organization / Company: ABS-CBN Corporation, Quezon City, Manila, Philippines
Category: Award for Innovation in Entertainment Websites
Entry Title: MOONCHASERS.PH: Mastering TV- Digital Integration to Create a New Storytelling Experience ABS- CBN Corporation - Digital Media Division
Essay:
Widely known for delivering quality content on TV, radio, and print, ABS- CBN wanted to cement its position as a master storyteller not just on traditional media, but also on digital. So, when its fantasy series La Luna Sangre (The Blood Moon)—the last instalment of the well- received fantasy saga that revolved around vampires and werewolves —was launched in June 2017, we saw an opportunity that would allow us to expand the company’s storytelling expertise into the digital landscape.
After careful research and planning, we successfully launched Moonchasers.ph—a TV- integrated microsite that made the audience part of the TV show La Luna Sangre.
THE CHALLENGE
Given major changes in casting and storyline, we needed to fill in the gaps and touch upon the loose ends of each instalment of the three- part fantasy series, and re- ignite the interest of long- time fans while attracting newer, younger audiences through informative digital content. And in the process, we hoped to establish ABS- CBN as a master storyteller on both traditional and digital media.
THE SOLUTION
Before taking on the project, ABS- CBN wanted to know the sentiments of the fans first. So, by conducting thorough research and social listening, we identified who our target audiences were and what they were actually looking for, in relation to the fantasy series.
After acquiring all the information needed, we began crafting the strategy and identified our main platform. Since this effort was done in support to the series, we took the cue from the TV plotline and created Moonchasers.ph; which was divided into three different sections:
Confidentials: Fans enjoyed exclusive access to never- before- released information about the fantasy world of La Luna Sangre, its characters, and other mythology- based content.
Sightings: Fans were given a unique opportunity to co- create with ABS- CBN by submitting their own stories and other information on vampires or werewolves.
Missions: Fans got the chance to solve (online) missions, just like the ones they watch on TV, and even interact with their favorite La Luna Sangre characters.
Through the features of the site, fans were given a unique opportunity to act as if they were actual characters of the show’s “Moonchasers Organization,” led by teen heartthrob Daniel Padilla on the TV show La Luna Sangre. And lastly, to complete the whole Moonchaser experience, the team worked closely with the TV show’s creative team to ensure that the microsite would be featured on air and as part of the storyline- - ultimately giving “fan experience” a whole new meaning.
THE RESULTS
With a relatively young digital arm, ABS- CBN revolutionized the way stories are traditionally told through a TV- integrated microsite: Moonchasers.ph, which was successfully done without prior experience in TV- digital integration.
Moonchasers.ph became an immersive platform for an engaged community of real- life online users where they can satisfy their need for fantaserye knowledge, contribute their inputs, learn from other members, and co- create with ABS- CBN. The microsite earned over 2.9M page views (vs. internal benchmark’s 123,609), and gathered over 281,175 (vs. 42,531) users in just 5 months—ultimately proving that we have earned the interest of more audiences in a short period of time.
Unlike our usual show pages that are dominated by females, Moonchasers.ph was able to tap the male market for a TV show- related site and has greatly exceeded internal benchmarks and records, especially in terms of viewership and engagement numbers—cementing its position as the newest standard for ABS- CBN’s internal digital campaigns.
With this fresh and exciting execution, we’ve proven to our fans, our industry, and ourselves that ABS- CBN is not an aging traditional media company, but an agile storyteller across ALL media.