In a context marked by fragmented media consumption and the growing digitalization of content usage, the ability to reach audiences across all consumption environments has become a strategic priority for media companies. The FIFA World Cup therefore represents a unique opportunity to activate the full spectrum of on-air interactivity solutions alongside long-standing media partners such as Groupe M6, combining traditional engagement mechanics with new digital participation experiences.
Digital Virgo’s approach combines on-air interactivity, multichannel acquisition, and enriched digital interactive experiences designed to extend the reach of engagement mechanics across connected and broader audiences. The objective is clear: deliver accessible, engaging, and high-performing activations across every touchpoint throughout the competition.
A Global Multichannel Interactive Ecosystem Designed to Engage all of the M6 Group’s audiences
Digital Virgo worked closely with Groupe M6 to deploy a comprehensive 360° activation strategy throughout the tournament, combining traditional on-air interactivity mechanics with new digital participation journeys designed to engage live TV audiences, connected audiences, and second-screen users alike:
- SMS channel: a long-standing tool for on-air interactivity enabling massive reach among live audiences and delivering simple, seamless participation experiences.
- RCS channel: a new generation of conversational messaging that enables more immersive, visual, and engaging experiences through the integration of videos, carousels, and rich media content directly within user journeys.
- Additional engagement features such as Click-to-SMS: designed to streamline participation journeys and facilitate access to interactive operations from the media group’s web and mobile environments.
- Enriched and continuous digital interactive experiences: deployed across Groupe M6’s web and mobile platforms to extend engagement beyond live TV and support second-screen, replay, and mobile usage throughout the competition.
Through this combination of channels and innovative features, Digital Virgo deploys a multichannel acquisition strategy designed to make interactive experiences accessible across every media consumption environment.
The RCS campaigns deployed as part of the activation enable the integration of videos, carousels, and conversational experiences directly into user journeys, delivering richer, more immersive, and highly engaging experiences. By enhancing both storytelling and user experience, RCS generates engagement levels up to two to three times higher than traditional SMS and delivers particularly high conversion rates, reaching up to 85% in some campaigns.
Features such as Click-to-SMS further streamline user participation journeys by simplifying access to interactive experiences and multiplying acquisition touchpoints across Groupe M6’s online and offline environments. This approach extends engagement beyond live broadcasts through continuous digital experiences available throughout the competition across the media group’s web and mobile ecosystems.
“Product innovation and diversification lie at the core of our approach. To support our partners during this major sporting event, we are deploying a multichannel strategy and a comprehensive audience monetization offering designed to power a new generation of interactive experiences accessible to broader audiences. Our ambition is to support our media partners with global, multi-market solutions that combine accessibility and high-quality service, enabling them to effectively reach and engage all their audiences while generating new revenue streams,” explains Audrey Barbier, Director of Partnerships, who leads operations with media partners in France and drives international strategy.
Extending On-Air Interactive Mechanics Through Gamified, Continuous, and Accessible Digital Experiences
Digital Virgo supported its partner Groupe M6 in developing and deploying the digitalization of its interactive solutions, extending audience engagement beyond traditional linear environments and adapting to evolving media consumption habits. The goal is to transform on-air interactive operations into enriched, continuous digital experiences accessible across web and mobile platforms throughout the competition.
Interactive activations across Groupe M6’s digital channels were launched in May through a suite of nearly ten online games as part of programs such as Top Chef, La Roue de la Fortune, Mariés au Premier Regard, and Scènes de Ménages, before being amplified during the FIFA World Cup through dedicated interactive experience designed to capitalize on the exceptional engagement momentum generated by the tournament. Integrated directly into Groupe M6’s digital ecosystem, these interactive gaming experiences allow audiences to extend their engagement beyond live TV at any time through innovative digital acquisition channels.
This approach extends interactive gaming and engagement mechanics beyond traditional channels such as SMS and IVR, reaching second-screen, replay, and mobile audiences. It also enables the creation of comprehensive user journeys, from the initial audience touchpoints through the entire M6 Group digital ecosystem, all the way to conversion, while strengthening the relationship between audiences and the media brand through recurring, cross-platform interactions.
These activations enable Groupe M6 to engage, reward, and retain viewers through gamified experiences accessible across its entire digital ecosystem. They also allow for the integration of a more connected audience into these participatory mechanics, while generating new revenue opportunities through payment solutions such as Internet+ and Direct Carrier Billing, tailored for web and mobile use.
DV Live: Digital Virgo’s Audience Engagement and Monetization Engine
Through its DV Live solution and 360° approach, Digital Virgo supports Groupe M6 and its media partners in deploying fully integrated audience engagement and loyalty strategies, combining on-air and digital experiences within a unified model of interactivity, acquisition, and audience monetization.
A true engagement and monetization engine for media companies, DV Live is a scalable technical and marketing platform, aggregating a wide range of engagement features and mechanics, including voting, games, polls, dedications, conversational campaigns, and multichannel acquisition solutions. Each year, the platform powers more than 30,000 multichannel operations (SMS, RCS, Voice, Web), enables the management of nearly 60 million SMS interactions, and over 75,000 prizes in collaboration with media partners in France and across some fifteen countries.
Designed to support the transformation of media consumption habits and the growing digitalization of audiences, DV Live enables media companies to build accessible, engaging, and high-performing interactive experiences across all their audience touchpoints, while generating new opportunities for loyalty and monetization at scale.
Driven by teams of account managers who are experts in media and on-air interactivity, as well as a product team at the forefront of innovation, DV Live follows a co-creation approach with media partners to develop tailor-made, innovative solutions that are perfectly aligned with each player’s specific challenges.
