You can always count on the Super Bowl to bring out the coolest and most innovative marketing campaigns. This year is no exception.
Function(x), a new start up from Robert F. X. Silerman, has announced the launch of a mobile app called Viggle. According to BizReport and the Function(x) website, Viggle is "a loyalty program for television which encourages viewers to 'check in' while they're watching their favorite shows." Check-ins are rewarded with points redeemable for products and services from program sponsors. Users can also check-in during commercials, take quizzes, polls, and even make charitable contributions with the points they earn.
The app works with live, recorded and online TV content, and is what I call a fully integrated, TV engagement technology.
Scheduled to launch around the Super Bowl, Viggle could revolutionize how people watch TV and change the manner in which advertisers use traditional video based media. The viewer receives rewards for watching TV shows s/he was probably going to watch anyway. It's also a great way for networks to incentivize viewing during sweeps. While Viggle rewards both sampling and brand loyalty, eventually we may begin to see charities running PSAs asking viewers to make a donation by trading in their points. Afterall, it won't cost the donor anything other than time already spent sitting in front of the TV.
For parents however, Viggle has an obvious downside: It rewards inactivity. I have a hard enough time getting my son to remain active during Spongebob Squarepants. I certainly don't need the added challenge of fighting with him over the rewards points he'll miss if he isn't planted in front of the TV 24/7.
Smart content providers will develop a way to integrate childhood learning and activity into the rewards program. If successful, they'll begin to convert moms and dads into Viggle advocates. If not, Viggle will only invite parental wrath.
However, Viggle has huge potential and I'll be paying very close attention.
Function(x), a new start up from Robert F. X. Silerman, has announced the launch of a mobile app called Viggle. According to BizReport and the Function(x) website, Viggle is "a loyalty program for television which encourages viewers to 'check in' while they're watching their favorite shows." Check-ins are rewarded with points redeemable for products and services from program sponsors. Users can also check-in during commercials, take quizzes, polls, and even make charitable contributions with the points they earn.The app works with live, recorded and online TV content, and is what I call a fully integrated, TV engagement technology.
Scheduled to launch around the Super Bowl, Viggle could revolutionize how people watch TV and change the manner in which advertisers use traditional video based media. The viewer receives rewards for watching TV shows s/he was probably going to watch anyway. It's also a great way for networks to incentivize viewing during sweeps. While Viggle rewards both sampling and brand loyalty, eventually we may begin to see charities running PSAs asking viewers to make a donation by trading in their points. Afterall, it won't cost the donor anything other than time already spent sitting in front of the TV.
For parents however, Viggle has an obvious downside: It rewards inactivity. I have a hard enough time getting my son to remain active during Spongebob Squarepants. I certainly don't need the added challenge of fighting with him over the rewards points he'll miss if he isn't planted in front of the TV 24/7.
Smart content providers will develop a way to integrate childhood learning and activity into the rewards program. If successful, they'll begin to convert moms and dads into Viggle advocates. If not, Viggle will only invite parental wrath.
However, Viggle has huge potential and I'll be paying very close attention.
