• by Erik Sass  @eriksass1, September 13, 2011

Triton Digital is expanding its offerings of applications and services for radio clients, with new features in areas including user-generated content, social media, mobile marketing, customer loyalty clubs, and QR code registration and contesting.  

In the UGC arena, Triton unveiled Digital Ivy, a UGC-focused contest platform that will allow radio clients to publish UGC contests as microsites. They should, in turn, help stations create "stand-alone" contests for advertisers. Digital Ivy also enables integration with Facebook apps.

On the social media front, Triton Digital is introducing easier consumer log-in from Facebook, so consumers can enroll in radio station loyalty programs using their Facebook credentials. The new enhancements will also make it easier for publishers to post content to Facebook, Twitter and other popular social networks, and should yield more precise measurement of user engagement across these various platforms.

Triton is also helping stations build game-style engagement into online properties with its "Social Engagement Engine," which allows users to "level up" by winning points from Triton's StickyFish loyalty points program. Users who win enough points can publish their awards on Facebook and unlock exclusive content, with player ranks recorded in a leaderboard widget to drive further social engagement.

On the mobile front, Triton is making it easier for listeners to register for station loyalty clubs -- expanding the range of compatible devices to include any phone with Web capability, including iPhones and devices using the Droid operating system. Triton has also upgraded its existing SMS texting platform.

Triton is expanding its mobile QR code registration and contest capabilities, ranging from retail signage integration to scavenger hunts, with a new "Scan and Win" module based in StickyFish.

This is the first major service upgrade from Triton Digital since it announced plans to part ways with corporate sibling Dial Global at the beginning of August. Dial Global, a radio content provider, is set to merge with Westwood One in the fourth quarter, bringing together complementary portfolios of sports, talk, news, and entertainment programming.

According to Triton President and CEO Neal Schore, the company "will focus exclusively on operating our remaining division, Triton Digital," while continuing to work closely with the newly merged company formed by Dial Global and Westwood One.