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December 16, 2011

Social TV

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Social television is an important aspect of the work that we do at HIP GENIUS. Because a majority of our clients are entertainment content providers, engaging with social TV platforms has become a necessity. Here’s info on 3 platforms you NEED to be paying attention to.

Let’s start with the biggest player in the space: GetGlue. GetGlue is an entertainment-based social networking platform. Users check-in to the entertainment that they consume using the website, mobile website or a device-specific application. After checking-in, users receive points, may earn virtual stickers and earn discount coupons from entertainment companies. The reason why we like GetGlue is mainly because of all its features. The Quick Rate App allows users to rate their interests. GetGlue offers also recommendations of what the users might like and/or dislike based on their ratings. Users start earning stickers for using Quick Rate App or checking in to shows, movies. They can also subscribe to other users and see their “likes” and “dislikes.”

 

We recently executed a very successful partnership and sweepstakes with GetGlue on behalf of Killer Elite and AMC Theatres that launched on 8/29. In total, 6 stickers were debuted for the film including ʻComing Soonʼ, ʻCountdownʼ and ʻBox Officeʼ stickers. Users who earned Killer Elite stickers were entered to win a pair of free movie tickets. Over 45,800 users checked-in to the Killer Elite with an overall social reach of 22.2MM!

 

Another prominent social television platform is Miso. It allows users to check-in to their favorite shows and episodes to unlock virtual badges and earn points. However, unlike GetGlue, Miso strives to move beyond the check-in and offer more of a second screen experience. The platform has recently made headlines because of their partnership with DIRECTTV. Once the app is synced to the same Wi-Fi network as the DIRECTV Internet-enabled receiver, the remote and the smartphone can be synced as well so that when someone is changing the channels, the smartphone’s screen changes too. Miso has been recently testing this feature by launching a synchronized to-the-minute experience for Showtime’s Dexter. During each episode of Dexter’s new season, users were able to share an opinion about what just happened, make predictions about what Dexter will do next, see the funniest quotes from Deb and get additional info about characters and other aspects of the show. If the audience member was connected through DIRECTV, the experience began automatically once the users started watching the episode.

The last platform that I wanted to discuss is IntoNow. Acquired by Yahoo, IntoNow is a consumer tech company that aims to enhance the way people engage with each other around shows. When users open the app, it has the ability to almost instantly recognize the particular TV content that is on air. The app also makes it easy for users to then share and discuss those shows with friends, both within the product and through other social streams such as Facebook and Twitter. IntoNow is available via iPhone and Android apps. What makes IntoNow stand out from among all the other social TV platforms is their completely seamless integration between the two screens. Users are not required to check-in or do anything except for opening up the app. One of the most interesting campaigns ran by IntoNow was their partnership with Pepsi Max. Users who checked-in to a Pepsi Max spot automatically got a free coupon for a 20-ounce bottle of Pepsi Max. The coupon was downloaded directly to their phones. This was the first campaign of its kind and allowed Pepsi Max to generate additional organic PR buzz for their brand.

Obviously, social television executions are an important element of content-based digital marketing campaigns. By allowing users to check-in to the content and rewarding them with stickers, points or other prizing, we are creating an interactive experience and engaging them on a deeper level than traditional digital PR allows. By working with these platforms we are also able to tap into their robust communities and extend the reach of a brand.

Check-ins, Genius, Social Media, social tv

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