Syfy ushers in Timehop's advertising debut through an opt-in strategy
The Syfy channel is jumping to social media application
Timehop as its first advertiser, attempting to leverage the budding platform
for a campaign that enhances the user experience rather than hinders it.
Timehop is a growing app that taps into users? social media accounts to
congregate their posts from years past, and is now making its debut as an ad
platform. Syfy took to the mobile platform to promote its 12 Monkeys series,
for a cohesive match as the plot revolves around time travel, serving users content
they can opt in for rather than interrupting the user experience.
?We are always looking at trying new things and this happened to be a great
pairing between the time travel theme on the show and the time traveling that
happens in Timehop,? said Rick Webb, advisor and consultant at Timehop.
Taking to Timehop
This week, users are able to share old photos with friends featuring branded
content from the time travel series 12 Monkeys. A pop-up message appears to
users when opening the app, informing them of the branded content opportunity
and allowing the option to use it or not.
Timehop's pop-up lets users know of the new Syfy frame
Users that wish to share an old post with friends and family through Timehop
can add various filters and banners before sharing via social media, text or
saving it to the camera roll. Syfy created a banner for 12 Monkeys that gives
the photos a vintage look and includes the show's logo in the bottom corner.
While the subject matter is very fitting, as Timehop allows users to take a
peek back in time and 12 Monkeys is also centered on time travel, the
experience is also beneficial as it provides users with something helpful.
Those who are fans of the show or enjoy the filter will be happy to share it with
friends and family, while those who are simply uninterested into the border do
not have to complete an action at all.
The Timehop 12 Monkeys frame
The advertising content is more valuable this way as it lacks the
sometimes-frustrating experience that interrupts users' time and prevents them from accessing the content they are looking for. Instead, the branded filter
gives them something they may be interested in.
Non-advertising advertising
The opt-in strategy is continuing to grow with marketers, as it resonates so
well with consumers. Snapchat is a huge driver of this kind of marketing
content.
For instance, DreamWorks Animation karate-chopped its way through consumers?
hearts with a filter on Snapchat advertising the latest Kung Fu Panda film,
exhibiting how the platform has become a mobile marketing staple (see more).
E! Network also rewarded super fans of reality series Keeping Up with the
Kardashians with a series of Snapchat geofilters featured exclusively at
locations related to the show, boosting excitement for the new season (see
more).