Augmented content is about « adding a layer of utility and functionality to existing TV content », be it social media, gaming or shopping elements, for example, says White, senior writer at Contagious. A BBC documentary on the Afghan war, for instance, could as such be augmented with historical data from Time magazine. And « what’s lovely is that broadcasters don’t have to do anything, » says White, as they can just bring in partners to provide that extra content.
Don’t miss Most Contagious 2012, the always-unmissable guide to the year’s most creative brand campaigns.
