ABC, Viggle match up to maximize Bachelorette engagement
ABC?s The Bachelorette hopes to be more captivating for viewers through the use of mobile rewards application Viggle and a chance to win money by checking in to watch the reality show.
Viggle uses audio technology through the mobile app to determine what media content a users is engaging with, and The Bachelorette is tapping into it attempting to further drive excitement surrounding the show with a contest as part of its ongoing campaign. Fans that tuned in Monday night and checked in on the app were entered for a chance to win as well as rewards points within the app.
"With the Bachelorette partnering with Viggle for a contest for users to be able to win $250 just by checking in or downloading the app while they are watching the show, Viggle will be able to measure real time user engagement effectively," said Marci Troutman, CEO of SiteMinis. "Partnering for a contest like this is a great way to ramp users, especially with such a well promoted and highly viewed program."
Mobile matchmaking
The mobile app allows users to check into certain shows they are watching or match a song to earn rewards points. Fans of networks and series that have tapped into Viggle can earn points based on how long they are watching, as well as specific songs.
Viggle emails users to inform them of the campaign
Viggle emails users to inform them of the campaign
ABC is continually driving the frenzy surrounding the popular reality dating show with a Viggle campaign that allows users to win ?Perk Points? for the app, to redeem for various prizes available on the app. The campaign, beginning with the start of the series, is being ramped up through contest for viewers that checked in Monday night to win a prize of $250.
The Bachelorette was also considered a ?bonus show? in which fans were treated to 8 times the normal points just by checking in and watching the show. Viggle is promoting the series on its social media outlets with sneak peak videos, articles and other related content.
Viggle listens to users' television to help them earn points
Viggle listens to users' television to help them earn points
Users can also vote on what they predict the results of the famous Rose Ceremony each episode will be as a part of the ongoing campaign, to earn extra points. Super fans that entered their predictions prior to the season premiere earned an extra 100 points.
Perks with Viggle
Digital rewards platform developer Perk is acquired Viggle, an investment which will bring the former's clients a more comprehensive method for appealing to and engaging smartphone-savvy consumers (see more).
While television viewership and the volume of related tweets declined during this year?s Academy Awards broadcast, Viggle recorded increased engagement across a variety of metrics (see more).
"The Bachelorette can maximize engagement with the show more effectively while partnering with an app like Viggle as they can see real time users activity much more effectively," Ms. Troutman said. "Real time, specific user data helps with the marketing and revenue streams created by the bachelorette brand.
"Ultimately good marketing these days tests many more user touch points by talking with the consumers in a one-on-one dialogue," she said. "With ABC owning the bachelorette, and Disney being the parent company - the user data being tested with a partnership like this has potentially strong results with a very large active consumer base.
"Disney has an amazing expertise in these types of engagements and in creating the strategies that can help direct a brand with partnerships that will benefit their specific viewing audience for optimal results."