Viggle users earn 1.3M rewards from retailers by checking in to TV shows
By Chantal Tode
January 29, 2013
Viggle reports that users have checked into TV shows 151 million times in the past year, proving that mobile devices are key to enhancing second-screen experiences.
Viggle users earn rewards by checking into their favorite TV shows using the free app, with Viggle reporting that it has given away over 1.3 million rewards in the past year from retailers such as Amazon, The Gap, Best Buy and Sephora. The Viggle app listens to what is on TV and points accumulate for every minute watched that can be redeemed for rewards from Starbucks, Burger King and other brands.
"A big challenge has been on the big screen – keeping viewers attention – to see ads as people time shift their viewing or spend time on a second screen during commercials breaks," said Greg Consiglio, president and CEO of Viggle, New York
"Second screen allows advertisers to engage consumers where they are spending their time, increasing their ROI on TV advertising," he said. "We are seeing the daily habit form around the Viggle experience with monthly increases in active users. We believe TV viewing habits will continue to involve adoption of second screen platforms.
"Our ad targeting capabilities allow us to engage the exact audience that our advertising clients want to reach providing a call to action right on the second screen."
Super Bowl opportunities
Over 40 leading brands have worked with Viggle in the past year, including Mercedes-Benz, JetBlue, CapitalOne, Pepsi, Verizon, DIRECTV, Burger King and Unilever.
Other key results from Viggle’s first 12 months included 176 million TV hours checked in via the app and more than 1.8 million registered users.
Viggle users can also accumulate points for engaging in real-time experiences while watching their favorite shows and sporting events.
The app is available for download in the Apple App Store or Google Play.
Additionally, Viggle conducted 28 sweepstakes giving away 41 million Viggle points, a trip to Hollywood, a 3D HDTV package and an all-expense paid to trip to Sunday’s Super Bowl game.
Big TV viewing events such as the Super Bowl are proving to be key times for marketers to engage with consumers via second-screen experiences.
"I anticipate that the most frequent use of the second screen during the Super Bowl will be to communicate followed by search," said Marci Troutman, CEO of SiteMinis, Atlanta.
"Marketers will have to make it easy for a consumer to see, hear and understand the call to action to get a high conversion rate amongst viewers," she said.
"But if they go to that trouble, brands had better make the experience worthwhile and carry a high reach, meaning don't just make the call to action an iPhone app download request."
A solid mobile environment
The growth rate is accelerating for Viggle, which more than doubled the number of monthly active users from 233,607 in October 2012 to 493,475 so far this year.
On January 13, Viggle had its biggest single day with nearly 870,000 audio check-ins.
Marketers are embracing Viggle for the opportunity the app provides to drive tune-in and live show engagement for programs.
“The main way to leverage the use of a second screen while a consumer is watching TV is to have a solid mobile environment for the consumer to go,” Ms. Troutman said.
“Make sure that it is easy for the consumer to understand and engage the second screen,” she said. “For example, if you are going to use a QR code, don't flash it up for five seconds of a 30-second spot - give the user time to get the QR reader up and get to the TV!
“Most of the time a consumer using a second screen while watching TV is doing something else with the device. The challenge is to get the user to flow simultaneously to the vendors call to action - give the TV viewer clear instructions and time to engage.”
Chantal Tode is associate editor on Mobile Marketer, New York
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