Coca-Cola Israel teamed up with Gett, a car-hailing app popular in Israel, to create a TV ad that prompts viewers to buy a package with two bottles of Coke and a branded mini-cooler. Using an ultrasonic audio signal technology developed by startup DOV-E, the TV ad activates smartphones with the Gett app installed to deliver a notification which users can swipe to see the offer and make the purchase with one tap. Orders will be delivered straight to their door by Gett within minutes.
What Brands Need To Do
This innovative ad is a brilliant example of marrying on-demand delivery service with traditional TV commercials via the second screen, thus making traditional TV ads interactive and buyable. As consumers get increasingly accustomed to the convenience and expedition offered by ecommerce leaders like Amazon and on-demand delivery services, it is imperative that brands, particularly those in the retail and CPG categories, start exploring new forms of advertising and adding interactive, digital layers to their traditional ads to engage viewers and move them down the sales funnel.
For more information on how smartphone-powered shopping experiences are impacting the customer journey, check out the Boundless Retail section in our Outlook 2016.
Header image courtesy of Gefen Team’s Vimeo Video
Bravo is populating second screens with shoppable content. The NBCUniversal subsidiary launched The Lookbook last week, a microsite with buyable fashion and beauty content tied to the looks featured in its new series The Girlfriend’s Guide to Divorce. The site features click-to-buy episode clips and blog posts about the looks featured in the show, updated weekly as new episodes air.
What Brands Need To Do
87% of consumers now use a second-screen device as they watch TV, according to a recent report from Accenture. And shoppable content provides a great way for media owners and brands to bridge content and commerce. Other media owners and content creators should take a clue from Bravo’s initiatives and build a shoppable second-screen experience for their content as well. And brands need to work with media owners to make sure their products featured in their content are duly included on the second-screen sites and easily shoppable.
Coca-Cola launched a new campaign for Coke Zero that employs tune-identifying and mobile discovery app Shazam to add interactivity to its TV ads, which feature well-known ESPN personalities asking viewers to use the Shazam app during the ads to instantly receive a digital coupon for a free 20-ounce bottle, redeemable at select stores such as 7-Eleven, QuickTrip, Speedway and Domino’s.
What Brands Should Do
With its audio-detecting and redirecting capabilities, Shazam could serve as a bridge between the primary screen and the second screens. This new Coke Zero campaign marks the first time a brand offers real value to its audience with digital coupons via Shazam, whereas previously brands mostly integrate Shazam into their ads to redirect viewers to destination sites. As more and more consumers turn to mobile devices, it is imperative that brands come up with interactive solutions like this one to engage with the audience.
Facebook’s app can now access your microphone to listen to what’s around you. The current use case is enabling easy sharing of music and video, much like the social functionality on Shazam. Yet, the opt-in feature is having many opt-out with over half a million already signing a petition to nix it altogether.
Sharing isn’t necessarily a pain point on Facebook. People rarely complain that they can’t share something given the ubiquitous “Share” buttons (like the one below this article). In actuality, this is about enriching audience data for advertisers by marrying Facebook data with music and TV consumption. If users opt-in, they could be retargeted based on media viewing and even served up synchronous ads on FB based on what they’re watching on TV.
After failing to partner with Viggle, GetGlue has found a new partner in i.TV. i.TV is best known for its TV guide system, as well as its access to the business space and console platforms. The goal, it seems, is to bring the very engaged, second screen television audience into contact with the brand power that i.TV has, and to bring both platforms together into a best-of-both-worlds, second screen branding experience. If i.TV utilizes GetGlue’s technology to its full potential, there’s no reason to doubt the capability of the new platform; nonetheless, that’s a pretty big “if.” This is worth watching over the coming months, to see if it reaches its full potential.
If there is anything to be learned about WWE’s wildly successful second screen initiative, it’s placing a premium on audience participation. From airing video responses from viewers to audience polling that affects storylines, the WWE is committed to making their viewers active participants. Their second screen programs bring viewers far closer than Twitter can, and yet most of the second screen efforts fail on that front. An auto check-in or character list is not a close enough tie-in to sustain attention across screens.
In an acquisition reported at around $30 million dollars, Samsung has purchased Boxee, the smart TV provider that looked to blend TV and the web. It might not be the greatest deal for the New York/Tel Aviv startup who raised $26 million in funding to date, but the negotiation has serious implications for the future of Samsung’s TV offerings. For starters, Boxee’s impressive interface will likely serve Samsung well with easier searchability and an open approach to third party developers. Even more interesting is Boxee’s suite of mobile apps which Samsung may borrow from to enhance their mobile integration for their “All-Share” product. With a slew of leading smartphones, there could be big business in a mobile component that lets users toggle between screens seamlessly–and what’s more are the advertising opportunities for cross-platform targeting. So while the smart TV space is relatively nascent (save for Xbox’s 60 million users), Samsung’s acquisition could make them a leader in the space and enable streaming media in the living room to break into the mainstream.
After its announcement of automatic show syncing and recommendations, Zeebox returns to the news with a new developer portal that opens its API to everybody, not just partners. Anybody building mobile and web apps can integrate Zeebox’s guides, social networking, and tagging into their own projects. They can then create synchronized widgets for Zeebox’s own releases as well. Look to see Zeebox functionality integrated into entertainment apps and second screen functions beyond the original Zeebox domain as developers create new paths into the social functionality that Zeebox has to offer.
At the Cannes Lions conference, Twitter made the case for its Amplify program, that generates buzz around big TV shows by introducing its latest recruit: Viacom. The pilot program for the partnership will be the MTV Video Music Awards on August 25th, which was one of the first events to generate an authentically trending social media presence. Brands working with Twitter Amplify now include ESPN, Turner Sports, and the NBA, as well as specific campaigns by Ford, AT&T and Coca-Cola. Also pitching at Cannes was Shazam, who announced the “Shazam Engagement Rate,” which is a proprietary metric to judge the effectiveness of TV ads driving people to tag using the app. It will combine data from Nielsen with its own stats, with the goal of showing which ads are most effective at persuading viewers to interact.
Zeebox has just updated their second screen app to include a host of new features including TV Rooms which are like chat rooms around particular topics from shows to actors and more. Rooms can be public or private and are aimed at increasing social chatter aside from trivia and other contextual information. Thus far, the major second screen providers hover around a million active users depending on the app and are starting to gain major interest from advertisers. In fact, Shell just signed onboard to deliver a Zeebox experience on “Meet The Press” that will provide even more content and an ad sync feature that delivers a mobile and TV Shell spot simultaneously.