NatGeo: Second-Screen Tags, Aids Viewers, Marketers

National Geographic Channel will use technology from Yahoo’s IntoNow to offer second-screen experiences in conjunction with the return of its reality series “Rocket City Rednecks” and “Doomsday Preppers.”
IntoNow allows viewers to “tag” a show with a smartphone or tablet (via apps on the iOS and Android platforms) and receive access to added content. But the technology also offers opportunities for marketers. For “Rocket City Rednecks,” taggers can receive a 25%-off coupon for Papa John’s.
In May, Lexus backed a promotion where viewers of ABC’s “Revenge” could enter a sweepstakes using IntoNow.
Viewers of “Rocket City Rednecks,” which features an Alabama family using aerospace engineering training to solve “real-world scenarios,” can also enter a sweepstakes and take part in trivia games.
“Preppers’” viewers -- the show is about people readying for the end of the world -- can use the tag functionality to receive behind-the-scenes photos, videos and trivia.
In 2011, Pepsi used IntoNow to allow viewers tagging a spot with a Major League Baseball theme to receive a digital coupon with a barcode that could be used in stores for a bottle of free Pepsi Max.
Yahoo bought IntoNow in 2011. The technology offers a version of interactive TV that may dovetail with consumers increasingly watching TV with a mobile device in hand and maybe less with a remote control, which is the device that propels iTV opportunities that cable operators are offering.

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