Brands…Can THIS Be The Answer to Keeping Eyes on Your #TV Spot?
By Steve Barnes
Let’s face it, TV is in full control of the viewer from DVR’s all the way down to YouTube. We can watch it WHEN we want, WHERE we want and HOW we want and skip right past those pesky commercials. Some have it down to an art…I know I can (Blup Blup Blup) the Tivo to miss every commercial and land back on my show without missing a beat. Many people can just tune out the noise or divert their attention with a quick check of their Facebook stream.
TV started getting social with the introduction of “check in” apps like GetGlue and Miso. Sure, it’s fun to check in to our favorite show and let our social followers know we are watching a cool show but without engagement it will surely grow tiresome, quickly.
GetGlue also let’s you “check in” to a book, movie, video game and a few other things. With GetGlue you can earn stickers from some of your favorite shows and they will post a story to your Facebook wall or Twitter feed complete with your comments about whatever you are doing. Miso is another very similar app but they focus on TV shows and movies and offer badges instead of stickers. Miso is the most similar to Foursquare with a big “friend” infrastructure.
Miso has a great rating setup to rate your TV shows or Movies on a 1 to 5 star scale and then publish a slick story about your rating to your Facebook wall or Twitter feed.
Getting the viewer to engage with the actual show or movie works because of the cache. The poor commercial in a TV show has been left for dead…or has it? Yahoo doesn’t think so as they just “checked in” to the entertainment game with the 17 million dollar purchase of a peer entertainment “check in” app called Into_Now. Into_Now is unique in that “check in” landscape in a few novel ways. With Into_Now, you simply click a button and it listens for about 5-7 seconds and will recognize what you are watching whether a movie in the theater, a live show on TV, a show on your DVR or even content on YouTube. With Miso and GetGlue you have to manually search for your show or movie. Pretty sweet how Into_Now automatically catches what you are watching (very similar to the music app SoundHound), lets you comment on it and sends the story to Facebook or Twitter for you. The advanced fingerprinting technology was invented by the company Auditude originally for recognizing shows for the purpose of inserting online ads. Wait. What if you trained the app to recognize not only TV shows and movies but also commercials? Could you get someone to “check in” to a commercial?? The problem with commercials is that their content offers you nothing but propaganda, usually, or maybe a chuckle here or there. You have to GIVE your viewer something to win and keep eyes on your spot, maybe even winning a fan. That is exactly what Into_Now can do and it could be HUGE for the brands.
Auditude went back 5 years and built a huge library of commercials that it can recognize when you are watching TV if you choose to “check in”. PepsiCo is a big believer in both social media and Into_Now’s technology. Pepsi is already aggressive with social media with a social vending machine and now they are getting in this game with a very cool Pepsi Max “check in” promotion. It’s amazingly simple. You “check in” to the TV spot (anywhere from Live TV to YouTube–you can try it below if you get the Into_Now App and watch the Pepsi spot below), they then download a coupon to your device for a FREE Pepsi Max, and you take it to the retailer of your choice and show your device to the cashier for the free drink. Innovative.
If brands step up with great offers (Pepsi has committed to giving away 50,000 drinks), this could be what gets the eyes back on TV commercials? I was shocked at how easy the process was and you can give it a try below. If you GIVE it, they will come.