Case Study: ITV boosts viewer engagement with Metail's interactive fashion segment

ITV - Customer Case Study

ITV’s **This Morning** wanted a fresh way to engage viewers and make them part of the programme through interactive, dual-screen participation. **Metail** was brought in to create an online fashion mechanic that would let audiences actively take part in a live style segment.

**Metail** built an interactive wardrobe experience where viewers could vote on outfits for a selected viewer, with the studio stylist also choosing a look from the same set. The winning outfit was then decided live on air and modelled on the catwalk. The campaign, **Take Over the Makeover**, ran monthly through 2013, generated **240,000 outfit submissions**, **147,000 unique visitors**, and **32,000 submissions in October 2013**, with **45%** of entries coming from mobile and tablet. It also delivered strong engagement, with users spending **9 minutes** on the site, and was nominated for a **BAFTA Television Craft Award for Digital Creativity** in 2014.

ITV

Gemma Varley

ITV