USA Network is attracting its viewers on mobile by tapping live voting for its Atlanta-based reality show Chrisley Knows Best and sharing the results during the show.
The initiative, which allows users to log in via Facebook to participate, is a season-long contest, awarding viewers that participate each week. At the end of each show, USA Network displays the weekly winners to keep them coming back.
Mobile is a great way to engage customers, because it is very personal, said Momchil Kyurkchiev, co-founder and CEO of Leanplum, San Francisco. Reality TV viewers love to participate, and mobile is the best way to achieve that.
Viewing and voting
Viewers of the show can go to Chrisleylive.com to participate. From there, they can login through their Facebook account. Users have the option to not login if they prefer not to, but if they do not, they cannot be eligible to win prizes.
During the new show each week, which airs on Tuesday nights at 10 p.m., random questions will appear at the bottom of the screen, prompting viewers to ready their votes.
The questions involve viewers deciding which family member they are siding with. Often times, the family is in some type of minor argument, and viewers will decide who is right or who should be trusted more.
As votes are submitted, they are tallied live on the screen, and viewers can watch the percentages change minute-by-minute.
Currently, Chrisley Knows Best has reached the end of its second season. The current voting contest began Oct. 14 and ended Dec. 17. USA will be playing a Chrisley Knows Best marathon on Christmas Day this year.
Chrisley Knows Best is an Atlanta-based reality show that follows a wealthy family through they daily lives. While drama tends to keep the family on their toes, asking the audience to chime in and vote, and share their opinions, allows viewers to stay engaged.
When users vote, the information can also be of use to USA and can tell the network how the viewers feel about the show. Mobile live voting is a direct way to measure engagement, tune-ins and satisfaction with the show.
Entertaining the idea of mobile
The film and TV industry has been approaching mobile in unique ways over the past year.
For example, Fox Digital Entertainment created a mobile game to ready and excite fans before the upcoming film Night at the Museum: Secret of the Tomb hits theaters.
The game Night at the Museum: Hidden Treasures incorporates the films environments and characters. As Night at the Museum fans were anticipating the film, they were also likely looking for other ways to interact with it, leading Fox to channel mobile in its additional offering (see story).
HGTV is teaming up with mobile application Viggle for a cross-marketing platform designed to augment brand awareness and offer prizes and rewards to loyal viewers of the cable television channel's shows that check-in to the Viggle app.
Viggle, a marketing and entertainment platform, is aiming to increase audience adoption of HGTV television shows and enhance viewers watching experiences by offering them exclusive points and prizes for engaging with HGTV programs on the Viggle app and other components of its digital platform, such as Wetpaint.com and Viggle Reminders. Viggle believes that its publishing tools will ensure that fans never miss an episode of their favorite shows and that their TV experiences are even more memorable and engaging (see story).
People live with their smartphones now; they surely have it with them and are probably already using it while watching TV, Mr. Kyurkchiev said. American Idol really pioneered the idea of consumers interacting with TV in a voting sense, and it's still as powerful as it was then.
Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York
Caitlyn Bohannon is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at firstname.lastname@example.org.