Yahoo, ABC Partner On Interactive TV Using Mobile Devices
Using Yahoo’s IntoNow system, ABC will allow viewers to enter a sweepstakes while watching freshman drama “Revenge” live. An IntoNow app allows users to “tag” content by pointing a mobile device at the screen, which kick-starts a version of interactive TV.
For this season’s final two “Revenge” episodes, viewers can enter to win a week-long trip to the Hamptons -- where the show is set -- in a promotion backed by Lexus.
IntoNow, which is available on tablets, was acquired by Yahoo last year and could benefit from the emerging second-screen viewing trend. The companion use will also allow “Revenge” viewers to interact with others via Facebook and Twitter as the show airs, answer trivia questions, and watch related videos
ABC and Yahoo used IntoNow functionality earlier this year during a Republican presidential debate.
The IntoNow functionality can also be deployed to allow viewers to point a device at the screen to identify programming, including particular episodes. The company’s database is compiling an index from over 160 channels.
On the marketing front, last year Pepsi ran a program where IntoNow users could point an Apple device at the screen during a Major League Baseball-themed spot and have a digital coupon -- via a barcode -- sent to the device. The user could then take the barcode to a store, where it would be scanned to redeem a free bottle of Pepsi Max.
Pepsi was the first advertiser to take advantage of IntoNow.