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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).