The “Gumball VIP” event will see U.K. fans answer live quiz questions for the opportunity to win a variety of prizes.

EUROPE–Turner EMEA has teamed up with Austrian start-up Tonio to launch a live, interactive, linear TV experiment, titled “Gumball VIP,” on Cartoon Network U.K.

The week-long experiment, which combines linear TV viewing with an interactive second screen experience, will utilize Tonio’s audio-recognition technology to deliver live quiz questions to fans on their mobile device. Each question will be based on the episodes of “The Amazing World of Gumball” they are watching simultaneously on TV. In addition, fans will have the chance to win a variety of prizes by answering questions.

In order to access the live quiz questions, U.K. fans will be able to download the free “Gumball VIP” app via the App Store and Google Play. Once downloaded, fans only need to open it each day when “The Amazing World of Gumball” is airing on Cartoon Network.

“We’re excited to launch this unique TV experiment and be taking fans on the journey with us,” says Marc Goodchild, head of digital content strategy and product, Turner EMEA. “As an industry, we continue to witness the shift in entertainment consumption habits and we know that our fans are increasingly looking for deeper engagement experiences with the shows and characters they love. It’s been great to collaborate with Tonio to bring their innovative technology together with our brands and platforms.”

The “Gumball VIP” experiment will kick off Saturday, Oct. 21, and will run for one week on Cartoon Network U.K.

“Turner is known as a disruptor and re-inventor of the modern television industry–introducing everything from the satellite-delivered Superstation to 24-hour news,” says Florian Novak, founder and chief executive officer, Tonio. “We are excited to open together a new chapter: Delivering entertainment and information on a second screen at the same time–totally synchronous. It has been an amazing experience to see a great team being committed to using the technology, in order to provide Cartoon Network’s audiences the best experience possible across devices.”