The opportunity

Insight TV and KPN have been partners since 2018. The Ride Life with Sung Kang was about to launch on INPLUS in the Netherlands, and Insight TV took KPN an idea: make the launch something their subscribers/viewers could take part in.

The idea

If a series is about people who love cars, the prize should be something to make you love cars. How about a real one, on a real circuit for a driving experience.

Insight TV brought in Bleekemolens Race Planet, who run driving experiences at Circuit Zandvoort, home of the Dutch Grand Prix. It was the obvious home for a prize like this, and the obvious partner to deliver it.

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How it worked

KPN ran it through their own app. Entry was not a comment or a tag: to take part you had to be a KPN customer, open the app, and enter.

That is what made the campaign worth more than a promo. Rather than generating impressions on a broadcaster's social channels, it drove activity on the operator's own platform, measurable in KPN's own reporting. Insight TV supplied the idea, the programme and the experience partner. KPN supplied the audience relationship and the surface.

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The experience

Twenty winners, each with a guest. Forty people in total, driving a Porsche 911, a Formula RP1 single-seater and a BMW at Circuit Zandvoort.

Rather than fixing one date for everyone, winners chose from a range of dates and booked the day that suited them. That flexibility is why the tickets got used.

The prize also delivered more than the campaign had advertised. The listing set expectations at two cars. Winners got considerably more.

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What this shows

Distribution partnerships are usually measured in carriage: which channels sit in which package at which price. The more interesting question is what a channel partner will do once the feed is live.

Insight TV has spent a decade learning what makes channels work on someone else's platform. Part of that is scheduling and quality. Part of it is knowing that a programme launch can become something an operator's marketing team actually wants: a reason for subscribers to open the app, and a story they can tell afterwards.

That structure repeats. The programme changes, the experience partner changes, the market changes. The shape of the idea holds.

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This was not a media buy. This was a creative and collaborative way to enhance the viewers experience and cross promote. If you operate a platform and want to talk about what a channel partnership can look like beyond carriage, we would be glad to have that conversation.

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