TV Incentive Social Media Programs Gain Ground

A story yesterday in MediaPost Media Daily News reinforces something I have strongly advocated at radio for more than a dozen years …

“TV incentive social media programs seem to be gaining ground.”

In revealing some results of its social TV rewards app, ACTV8.me — which has deals with Fox Broadcasting (for “New Girl“), Mark Burnett Productions, Oxygen TV, Virgin Produced — says early data shows heavy usage and rewards for viewers with “digital currency.”  Though it didn’t offer specifics concerning programs or networks, the company says early data shows users of the app are interacting an average of 10 times per episode and accepting over two offers per episode.

Read more

See on www.mediapost.com

Will Viggle, ‘Loyalty Program for TV,’ Transform Television? (Ad Age)

Think GetGlue/Miso/Foursquare but crossed with Shazam and a loyalty program that offers tangible rewards like Starbucks gift cards.

Today Function(x) is announcing that its first big product is Viggle, with a mobile app (making its debut later this month for iPhone/iPad/iPod Touch, with Android versions to follow) as its primary interface. Think GetGlue/Miso/Foursquare but crossed with Shazam (Viggle has its own Shazam-like audio-recognition technology that can tell what you’re watching) and a loyalty program that offers tangible rewards such as Starbucks gift cards.

There are ingenious elements to the execution, but the potential revolutionary aspect is that networks have a new and compelling show-sampling incentive program. Say you tune in to a show at 8 p.m., and are bored after a few minutes. You can check Viggle and see either what has the most social buzz at the moment or which show can help you earn the most rewards (you earn points by checking into TV shows, and when you have enough points you can redeem them for gift cards). The networks that partner with Viggle to offer the highest tune-in incentives could conceivably move the needle in terms of viewership, particularly at the start of new seasons before viewing habits solidify.

Read the full article here.

Via adage.com

Related articles

• Former ‘Idol’ exec invests millions in new social TV app Viggle (lostremote.com)
• Starbucks Loyalty Fail (neurosciencemarketing.com)
• Brand loyalty programs: Are they effective ? (newmediaandmarketing.com)
• Customers not feeling “a little love back from Starbucks” (customerthink.com)
• Do Loyalty Programs Encourage Loyalty? (flightwisdom.com)
• LoyaltyPlus™ Dramatically Improves Profitability of Loyalty Programs (prweb.com)
• Loyalty program rewards customers for previous purchases (springwise.com)
• IntoNow’s Adam Cahan On The Rise Of The Second Screen (forbes.com)
• How Your Business Will Benefit From A Loyalty Card Program (smallbizbee.com)
• The Desmond Hotel Introduces Hotel Loyalty Program (prweb.com)

The Scotty Network

The Social Network, a film about Mark Zuckerberg and the launch of Facebook, opened nationally today amidst much chatter – because of the questionable ethics surrounding Zuckerberg, and because it’s a pretty good movie.  Scott Wise, owner/founder of Indiana based Scotty’s Brewhouse with 6 locations, also recognized it as a promotional opportunity for his chain of restaurants.  Scott, along with Bruce McClain and the rest of his team, are not afraid of taking chances promotionally.  This is the same crew who encouraged patrons to submit videos of themselves high-diving and kicking field goals to win gift certificates or play “Scotty’s Survivor.”  VIP patrons can earn rewards, using a loyalty program administered through Aloha POS software.  And, it’s the same Scott Wise who has embraced social media marketing perhaps more successfully than any other retail establishment in the state.  Scotty’s has three of the top ten Indiana check-in venues on Foursquare.  He personally has more than 5,000 followers to his @brewhouse Twitter account and has become a popular speaker on the subject.

So, it’s only natural that Scott would embrace the release of The Social Network for his company’s gain.  Presenting … Scotty’s Network, a two-minute video spoof of the film’s trailer starring Scott, members of his team, his restaurants and social presence, and local celebrities like Dave Smiley and Paul Poteet. 

[Click-through to watch the video at the end of this post and read more about The Scotty Network viral promotion]

Would you abandon 3.7-million people in your audience?

Well, that’s exactly what John Mayer has done by deactivating his Twitter account.  Now, to be fair, his ”[my] Stupid Mouth” in both interviews (i.e. Playboy) and online (i.e. Twitter-feud with Perez Hilton) have sent publicists scrambling … but, still, that’s an awful lot of people – mostly loyal fans – to leave so abruptly.  Mayer’s spokesman claims the end of his Battle Studies tour and more in-house recording are the reason.  At last count, Mayer had approximately 3.7-million following his Tweets (written by him personally, and often quite frequently).  Mayer plans to continue direct communication with fans through his blog.

Obviously, the first question you have to ask:  Is Twitter beginning to lose it’s cool, at least with the celebrity crowd?  Mayer joins Miley Cyrus, Demi Lovato, Leeann Rimes, and Ricky Gervais in deactivating their accounts this year.  Or, perhaps like with Miley & Leeann, maybe John is finally keeping some of his personal life … personal.  He did launch a Tumblr account last week to keep his blog active in the social world (50,000 connections in his first week).  The social media strategy crowd will also start asking how to convert those Followers to his blog and speculate about how much such a big Twitter following is really worth. 

But, the point of my blog is to start a conversation about what such trends mean to our world.  So, let’s talk about it this way …

Milennials Preference to Loyalty Programs

Points vs. Perks

Loyalty Marketing has been around for several decades now. The radio industry first tasted success with the concept through “Listener VIP Cards” in the 70′s & 80′s, and now through online rewards programs offered by vendors such as Enticent (Stickyfish) and Mass 2 One. It was airlines who truly capitalized on the idea with their frequent flier programs. Unfortunately, they’re becoming far too commonplace today as I see consumers in line with a wallet or purse full of membership cards to every pharmacy, grocery store, airline, gas station, and electronics store in town — not to mention new incentives offered by credit card companies or the still popular “Marlboro Miles” program.

Radio must find innovative ways to make our listener clubs more relevant to brand users for increased participation that benefits advertising partners and helps achieve programming objectives. The “earn points for prizes” strategy just won’t cut it today.